Earlier quoted context omitted.
Not sure. Take the two e-mail addresses I still use; one is on GMail, the other under my domain. There are two "brands" (GMail and my domain), but one communication channel (e-mail). (From my point of view, there are perhaps three "brands" - I own the domain, but the address under my domain is handled by Fastmail.) Let me turn the question around: what about the author's use of the word "brand" seems to conflict with…
> Take the two e-mail addresses I still use; one is on GMail, the other under my domain. There are two "brands" Hmm, I don't see email as an example of a "branded" communications at all. If we're exchanging emails, it doesn't matter to either of us who our email provider is. The identity is our email address, which is not necessarily linked to what email provider we're using. > what about the author's use of the word…
It is being used similar to the way we think of banks, as a provider of trust, and a custodian. Now that I think about it, custodian is a much better word than institution or brand.