The article indicates the problems related to the implementation of the CX paradigm in building com-petitive advantage (homogenization of brands in the category) and value for customers (focusing on rational benefits). The proposed way to eliminate these problems is to adopt a branding perspective in the CX process. The role of the brand in designing experiences has been reconstructed based on three topics: 1. The brand as a confirmed expectation, 2. The brand as a source of meeting essential needs, 3. The brand as a tool for effective use of friction.