The word “Experience Design” is often taken over by advertising and CRM people as design of touch points. They see experience design focus is around moments of engagement between people and brands, and the memories these moments create. They seem to use the word “brand” loosely covering products, people, services and other intangibles. Experience design should not be solely brand focused; instead it should not be too branded focused. It is about designing delivery of customer needs, so naturally it should start with the customers. It should form the core of a go-to-market strategy of any brand. It is the experience first, then the messages.