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The speaker challenges the significance of the term "branding" as it relates to identity, arguing that many use it to inflate the perceived value of their services. They assert that if a project lacks components like copyright, strategy, positioning, product development, user experience design, and customer service design, it does not constitute true branding but merely involves creating symbols. A professor from Art Center emphasizes this distinction, labeling those who focus solely on identity systems as designers rather than branders. The speaker expresses skepticism about brand identity's value, claiming it provides superficial confidence that ultimately does not determine worth.
