Deep Dive

BX vs. CX: What’s the Difference and Why It Matters

If you’ve worked in branding, marketing, or experience design, you’ve definitely heard BX (Brand Experience) and CX (Customer Experience) tossed around—sometimes like they’re the same thing. Spoiler: They’re not. Sure, they’re connected, but knowing the difference? That’s what separates the brands that merely exist from the ones that people obsess over. Let’s get into it. WHAT IS BX? THE SOUL OF THE BRAND BX is about crafting a consistent, compelling and unforgettable brand identity across every touchpoint — digital, physical and everything in between. It's the big picture. It transcends what a brand does and gets into the feeling people get when they interact with your brand. The emotion. The story. The why behind what you do. It’s the difference between a brand that simply sells products and one that sparks a movement.  Think about it: Apple doesn’t just sell phones, it sells innovation. Nike doesn’t just sell sneakers, it sells grit and greatness. And Barbie? She’s not just a doll — she’s an icon, a cultural moment, a movement.  Lisa McKnight, EVP & Chief Brand Officer at Mattel (and XP Land XLISTER), has spoken about the shift in how they approach Barbie fans not as customers but as a...