I tend to believe clients' and agencies' practice of branding is very much like people’s practice of religion. Pick any religion. It doesn’t really matter.
Some
will say they practice a particular religion. But they talk more than practice.
Some
will practice certain parts of the religion but neglect others.
Some
will be very myopic in their interpretation of practices.
Others
will practice but fail to understand why they do it.
Yet
others will do because others are doing it.
Some
question too much instead of understanding and experiencing.
How
do you practice?
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