Design Language Systems for branded, end-to-end experiences

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Executive overview

Authors: Connie Chan

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, Managing Consultant, IBM iX,
Hayley Hughes

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, IBM Design Language Lead,
Cortney Knoll

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, Executive Partner, IBM iX

Experts on this topic While organizations strive to embed a differentiated brand identity into their products, services and marketing, a higher- value approach – experience design – is essential today to create competitive advantage. In fact, 63 percent of Chief Marketing Officers said that their top marketing priority is to create better experiences for their customers.1