The Importance of UX in Branding

The foremost aspect of digital branding is user experience. And to put that in brand terms was impossible two, three years ago for senior management. It's very possible today, as you said, because of the iPhone or because of the, now they book travel online and it doesn't work for them. They can understand how that affects the business and the brand. So yeah, I would agree that if you are serious about UX also, you inevitably actually go into the business side of things as well as the technology side of things.