Found this from the guys at Open, an independent design studio in New York.

"Branding" is a kind of trendy idea that involves consultants telling you who you are and what you should look like. Companies like Apple or Ben & Jerry's or Ikea aren't good "brands," they're just good companies with good products. How they communicate is a natural consequence of who they are, in the same way that your clothes, your house or the way you talk express who you are. When we develop identity systems for our clients, it's our job to help this process along."

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