A brand is an emotional aftertaste that is conjured up by but not necessarily dependent on a series of experiences
Ze uses an interesting series of examples including, your Grandma, old people, and Jon Benet, to argue that everything has some sort of emotional aftertaste and everything is potentially a brand. His point is also that as mass media platforms fracture and it becomes harder and harder to reach a large audience, the shared experience of brands can transcend mass media, and engage the attention of a large audience.
the shared emotional aftertaste of brand are platform independent
Ze makes my brain hurt, fucker 
