Experience strategy is a relatively new discipline, which has grown out of the need for companies to differentiate themselves in the marketplace.

Experience strategy covers all professionals involved in the form, content and context of analogue and digital communication, from graphic design to business strategy, user research to marketing and public relations; software design to behavioural science; brand strategy to competitive and market intelligence. All have one thing in common: they are involved in designing a brand experience.

Experience strategy is user-centred, connecting the needs and expectations of customers to overall business strategy. This can result in increased productivity, reduced costs and the foundations of successful long-term relationships with buyers, suppliers, partners, customers and employees.