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In this video tutorial, the speaker discusses the concept of identity versus branding, expressing a strong opinion against the overuse of the term "branding" to inflate its importance. They argue that many people misuse the term to justify higher charges without offering genuine branding services, which include strategy, positioning, product development, and user experience design. The speaker emphasizes that if one is not engaged in these aspects, they are merely creating symbols rather than a true brand. They reference a professor from Art Center who highlights the distinction between identity systems design and branding. Ultimately, the speaker challenges the value of brand identity, suggesting it offers only superficial confidence rather than genuine worth.
