Animal Magnetism: Making O'Reilly Animals has this branding tidbit:
She scanned several animals from the archive and placed them on mock-up covers, which she then presented to everyone at O'Reilly. O'Reilly had ten or so employees at the time, and people wondered if the animals were appropriate. But Edie convinced them to follow her instincts. Customers wound up loving the covers, and a brand was born.
Exactly what fails to happen in almost every contest. There is nothing within the contest format which prvents, for example, a requirement the designer provide an articulate reason for their choices. It just doesn't happen.

Because contests are used to play into the companies preconceptions, not to contest them.

Consequently we get the companion piece in Brand Autopsy: The Real Web 2.0 Bubble, which is not about a business identity or branding, it's about business camouflage.