Summary of Abbott Miller's Branding has become oppressive.

Here is a link to the article I am summarizing: http://www.fastcodesign.com/3035300/pentagrams-abbott-miller-branding-has-become-oppressive/7

This article is short and sweet. Abbott Miller is frustrated with the world of branding. When Miller first started out he had to sell his designs to companies and persuade them that branding was essential to a great company. Nowadays companies understand that they need to have a brand. Miller, however, believes that rather than force a stick brand onto a company, that designers should create identities or something more malleable to the changing world and climate of the work place. Brand tends to lose the individuality of different aspects of a company. Forcing the whole company into just one mold. One interesting piece of advice I gleamed from this article is that Miller tends to immerse himself in the history and research before he begins designing. This way he is able to design from a more natural place and his designs seem to clearly align with the company.