Developed in 2016 and ready to be redefined in 2017 Think like a customer to define the brand promise - Google indicates 'Focus on the user and all else will follow' User-first customer-first 'Empathy Builds Trust' - developing affinity - building trust and loyalty Listen-first - for clues to creating unique value propositions Data-first - user research - talk to your customers Content-first - words then design Honest brand storytelling Mobile-first Conversion is king Measure these metrics Brand conversations Customer success vs. customer support Trust Important direction HUX - holistic user experience Video Personalisation Data visualisation Voice search - Google's ad boss, Sridhar Ramaswamy, indicates 'the days of three top text ads followed by 10 organic results is a thing of the past in the voice driven world' Chatbots Omnichannel Brand storytelling Tools / efficiency flow / scheduled workflows / test everything