I don't think brand identity is about getting people to care; it's about creating an association in their mind, so that when they need X, they'll think of Y, instead of conscientiously having to think about where to get it.

Google is a good example, since their brand identity is strongly linked with web search. When people want to find something out, opening google.com is often an immediate reaction; they don't wonder if they should use a different search engine, or even look it up somewhere else. It's immediate and unconscious.

>Nobody (outside our tech filter-bubble) cares what Amazon does or doesn't do beyond their shopping and book business.

So true.