I was more and more certain that the correct equation was
Brand = User Experience. Translated back into theory: The Interface was in the equals sign, not on the other side of the equation. The interface is what connects the worlds of Branding and User Experience Design. It’s the tunnel. The elevator. The wormhole. The throat. more
An interesting concept from Oliver Reichenstein of iA. Maybe it over complicates things with all the analogies, but the idea that Brand = User Experience is important. Although I would argue it should be the other way round, i.e. User Experience = Brand, because a brand is built from more than just the user experience.
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