Agree. Brands are often used for marketing purposes, to create an image in the most literal sense to the outside world. Branding is thinking about who you are as an organization. But the goal of that thinking determines the outcome. If the goal is marketing, branding will be more about nice words that sound cool, false promises. If you want to use brands to connect touch-points and people, drive innovation, branding changes. Branding will have to be more about the reality of the experience, about promises than can be kept and are relevant and real. I also brushed upon this topic in this essay:

Strategic UX Design Consultant @ Zuiderlicht / Design Leadership Forum Member @InVision / Design Thinker / State Secretary of Integration @ Ministry of Design

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