So lets just say brand is the sum of all the parts
vapour. I used to say advertising and branding is selling what is not there...and that goes against my grain.
What I love about old brands...branding and logos is the sense of purpose for which they relate the added value. When you look at old brands and vintage brands while they often add esoteric value, and a brand experience that may be a little "over the top" there is a simple truth tobranding that conveys a pride in the quality of the product. While many companies today produce brands that appear far more authentic and interesting then the actual product...in the past the product came first and the branding came after. Look at the simplicity of Golden Fleece and the brand.....a beautiful stunning jacket...well made
I guess what I am saying is the line between branding and authenticity is very thin...and seems to me crossed constantly in search of high profits from offshore production, and cheaper production techniques.