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The speaker criticizes the term "branding" when used in conjunction with "identity," suggesting that this misrepresentation elevates the perceived importance of identity. They assert that true branding involves a comprehensive approach, including strategy, positioning, user experience design, and customer service, rather than merely creating symbols. A professor from the Art Center emphasizes the distinction between identity systems designers and those falsely portraying themselves as branding experts. The speaker argues that brand identity, while it may provide confidence, ultimately holds no real value, and engaging in discussions about its worth can lead to emotional reactions.