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?