Let’s start by talking briefly about what a brand is, and its history.
A brand originally was a way for a producer of a brand, like a maker of beer, to put their ownership symbol on it and to give it a sense of authenticity. And this was really, really important when the Industrial Revolution happened, because beer or any other product was distributed widely, away from where it was produced. So, for example, Bass beer, which was the first official brand, put the red triangle on its bottle to show that it was real beer; it was consistent high quality. Now all of that has changed. Brands have a completely different function in my mind, because the producer is not king; the consumer is.