To raise Brand to the strategic level, you can think of Brand as a diamond representing a business through four connected areas: strategy, expression, value, and engagement.
If you draw a circle around the diamond, you now have defined the entire set of components of the experience that is created through the reality of that business operating and serving customers. Experience Design addresses the totality of all the elements of the business, brand, and customer.
Source: Patrick Newbery, Kevin Farnham
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