The best way I can help you is if I get out of your way because I think I'm actually hindering this.

So I'm going to do the professional thing. I'm going to get out of your way so you can move on with somebody else.

I'm going to give you everything you need to do that.

And it's helping them.

It's like saying, I respect you enough to not stand your way.

I would rather spend the time finding somebody else

with a better fit rather than just finishing out

for the sake of it and getting the money at the end and not liking it and probably not doing my best work and probably not going to promote it and show it, you know, so everyone wins. And the Oh, I love that in your presentation your talk you don't pull any punches shots are

fired and you're calling people out and the thing that's going to be very

unsettling for some of the listeners they identify so strongly with the things that they

make and many of them work in the visual identity space and it became

sexy or on trend or whatever it was to start describing what they do as branding into things they create as

brands I think it's because they thought they could

charge more, they felt more important, more valuable, but so many people miss this. So for the people who

missed this whole dissertation that you just gave, sum up this idea that you have about why what you do

isn't branding. There's two sides of this. The first is what we as designers in this sort of identity space do is branding, is communications.

It is logos, it is websites, and that's all great and that's fantastic. We can't call it a brand because a brand

evolves and deepens over time and we are not part of that process unfortunately.

In some cases we can be, but we need to realize,

acknowledge, and it's a responsibility

to the businesses that we work with

to say that we're gonna do branding for you. It's your job as the business to build the

...