Tbh I think a lot of founders only want branding as long as it behaves like decoration.

The second branding starts to affect product choices, pricing, market position, partnerships, and customer experiences. Suddenly, everyone gets worried. Now it's not just about "brand." Now it’s about influence. I have been in meetings where people spent 40 minutes discussing different shades of beige for packaging. Then they rushed through the question, "Why would anyone care about this company in two years?" Nobody wanted to linger on that question. You can feel the two extremes everywhere right now. One