Most agencies you find will have an obsession about they way the brand looks, obsessing over package design and logo design. That there are agencies out there that call themselves branding agencies - that are actually logo design agencies.

Other branding agencies that go deeper then just the design aspect of a brand, idolize the concept of building and engineering a brand. This approach starts with the idea that if you will have a great brand you will subsequently have a great business.

But what's wrong with this picture?

Is it the brand that makes the business or the business that makes the brand?