Yes totally agree on that. And yes, that's what I meant with my point on Cage I guess. It's a different way to do the same thing. I guess I'm not ready to throw everything over board, or maybe I'm just afraid of the deep implications that that would bring along, for my professional life and all that, or maybe that's not even what I want to do in the first place.
I think that the whole "branding" thing can be turned upside town, and shaped into something different. I'm a big fan of taking things that don't work and just messing with them until they become something different.
So for example if you start to take away the endless unaltered repetition from a logo, it looses some of its logo-ness, it becomes less of itself and more of something different. Maybe with time it will not be a logo anymore at all?
Also, while I think that the whole idea of corporate branding is pretty nasty, identity is something both very important and interesting, it's something we all do naturally to a varying extend, but we all do it. So I guess what I want to do is to slowly develop ways so one can express its own identity through visual devices, without falling into the "corporate branding" trap.