Coming to the end of the Futurelearn course on Brands. There is a theory in there about current web brands and how they operate. I can't find much outside the course except a report on Game Changers. This is mostly advice, not analysis or a history of brands in phases. Still a week to go and the course will be repeated.
Something about the brand as a platform, inviting involvement. But apparently there is less loyalty than with previous generations of brand. A lot depends on function, and advantages can be replaced. This sounds a lot like technology so I'm not sure why it is branding.
More later. Meanwhile looking for links on this outside the course.