tl;dr - businesses forsake identity to achieve mass apeal.
Businesses are desperate to be liked, no more wacky logos or playful architecture. They've pared down their brands for mass consumption so anyone can project themselves onto the empty canvas. Now we're stuck with corporations that feel more lifeless than ever. Clean, surgical minimalism. Where's the Ronald McDonald bench I can straddle while pounding a double cheese?
When you carve out an identity, you passively alienate others. People who don't like clowns, people that can't stand benches, whatever. In return, strong identity resonates deeper in fewer people. So businesses play it safe with risk adverse branding in an attempt to appeal to all, rather than some. In turn, they miss an opportunity to stand out.
When you try to appeal to everyone, you appeal to no one.
Hot Topic was a great example of branding that appealed to the blossoming alternative community while repelling others from even entering the store. Identity! This wasn't an act of exclusion, it was a practice in acceptance. Anyway, we all know how that ended up.
These days disruptive brands catch my eye more often because they feel less common - and in the end, isn't that what good branding is all about? Grabbing people's attention in an oversaturated world of brand copycats is more difficult than ever, so make it your own. I'd like to see more businesses make stronger attempts at silly, strange, and fun identities. I drive by Gas World often and I love that seeing that stupid little idiot. Look at him, he knows exactly what he's about.
Not all business types have the privilege of leveraging stand-out branding; healthcare, insurance, security, etc. Serious business should represent itself seriously. I'm not hitting up the CPA operating out of a weinermobile. Well, maybe.
If you own a chill business power washing or fixing phones or whatever, I say have some fun with it. Choose a wacky logo, use a little mascot, and give your business an identity. Just don't take two ambien before posting on the corporate socials. Anyways, that's about it. See ya