CX and Brand are very similar. It is like the half full and half empty glass, just with a different view and focus.
In the past companies build their Brand story and shouted it out to the market and the customer. Now the Customer build his own experience and companies need to help them with this and deliver what the customer needs… not like what they thought in the past time of Brand Management.
So Brand is for me not part of CX, but needs to step back behind the customer.
Happy to see your comments here!!