The interaction of an organisation with its environment is a reflection of what that organisation intends to be, raison d’être and its culture. Its view on business, its environment and its own organisation. At the borders this reflection becomes manifest through products, services, images and people. The whole package of the border matters.
When the meaning is only expressed through words that literally explain the mission and the purpose (in whatever brand), the meaning becomes nothings more than a billboard with words. Sounds familiar?