Brand Is UX, Or Something Like That

First published in a slightly modified form ‘Brand Is UX, Or Something Like That’ in Business Standard, 5 November, in Deep Design, a fortnightly column by Itu Chaudhuri.

“The 20th century was the Age of advertising,“ said the Undisputed Strategic Panjandrum, known with awe as USP, “right up to the Great Shift or the digitisation of everything.”

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