Commercial: Brand as platform

I know lots of people have been saying it for ages, but I think the era of brands being closed, monolithic entities with consistency everywhere as their sole driving aim as finally coming to an end. Proof? 1) What Smithery says, especially about brands being reusable in anyway people see fit; and then 2) as proof of this, that Android's robot can be grokked as you want. Open Branding: it's almost here.