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The speaker critiques the use of the term "branding" in relation to identity, arguing that it is often exaggerated to justify higher fees. They emphasize that true branding involves strategic work, such as copyright, positioning, product development, user experience design, and customer service design. Without these elements, they contend, one is merely creating symbols rather than actual brands. The speaker references a professor who highlights the difference between identity system design and branding, asserting that many successful companies focus solely on identity design. They challenge the significance of brand identity itself, suggesting that confidence tied to it is superficial and doesn’t hold real value.
