That's why we take so much time in trying to ascertain who the customer is, who the client is, and what they are trying to communicate. While I agree that branding has become 'a universal language between business and designers,' for some, it is also hope in a bottle, a perceived fast-track to commercial success. It is like saying that anyone who simply calls himself or herself a supermodel can have a shot at being on the cover of a magazine and living that glamorous lifestyle. Branding needs to be redefined. It is about the people's endorsement and acceptance of a brand's promise, or even the brand's failure.
Great designs can transcend cultures and local traditions and manage to convey a broad appeal.
Pottery Barn and Urban Outfitters stores are a pleasure to shop at. They immediately talk to us and engage us in a sensorial relationship with the brand. I sometimes wonder how the iMac could be an inspiration for a store or what a Pottery Barn computer would look like. Design is clearly more about inspiration and imagination than logic and analysis.