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The speaker expresses skepticism about the term "branding" in relation to "identity," suggesting it is often overvalued and misused. They emphasize that many people use the term "branding" to justify higher charges for services that do not include essential elements like copyright, strategy, and user experience design. The speaker refers to a professor from Art Center who distinguishes between identity systems design and branding, arguing that many so-called branding efforts are simply creating symbols. They assert that brand identity has limited value and that true confidence comes from within, rather than being dependent on external branding efforts. The discussion includes criticisms of how brand identity is perceived and practiced.