Experience design is the design of anything, independent of medium or across media, with human experience as an explicit outcome and human engagement as an explicit goal.
A brand is a person's gut feeling about a product, service or company. It's not what you say it is. It's what THEY say it is.
The more engaged user's are, the more functionality an application can sustain.
If you don’t talk to your customers, how will you know how to talk to your customers?