We can try all we like to nice-up and otherwise modernize (conversatonalize?) the word “brand”; but its origins will always be with us. And there was nothing conversational about those.
Also from Doc, “The Brand Bubble is Bursting.”
Yes, the Net changed the world completely. It was an asteroid administered to dinosaurs. But rather than take advantage of the new conditions created by the Net, VCs and their beneficiaries decided to emulate one of the least viable dinosaur conditions: size anddominance.
Besides, it’s really hard to modernize a word that has no meaning.