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In this video segment, the speaker discusses the distinction between brand identity and actual branding practices. They express disdain for the term "branding," suggesting it trivializes identity and misleads people into believing that identity is inherently more important. The speaker argues that many who label their work as branding often lack essential components like copyright, strategy, product development, and user experience design. They emphasize that true branding involves more than just creating symbols and that there are successful companies focused solely on identity design. Ultimately, the speaker claims that brand identity is superficial, providing only a false sense of confidence rather than genuine value.
