Are we in "A Brand Age" or does The Brand Age occur only in different spaces after a technology becomes ubiquitous and like a utility, so the only way to command a premium is branding?

What things are not quite there but will have their Brand Age next? AI? Spaceships?

I'm also a bit confused as to whether there's judgment in the article though. He's applauding branding as a survival technique, but also saying it's silly and vestigial. So if we find ourselves in a Brand Age because we've succeeded in solving the last really hard problem we should... drop everything and find another problem so we can move it into the Brand Age?

Either way - thoughts were provoked so thx for that.