In a world where everything is connected. Where interfaces are the first encounter for most of the brands. Where mobile interactions are the natural form of interaction. Brands need to evolve into flexible but also well-structured ecosystems. We need brands and organizations that understand, empathize, and communicate at the right moment, in the right way. These interactions need to be carefully designed. Interaction after interaction. I believe the brand is the starting point, but the experience is the remembered one.