Branding at d.o is

is music.

That which is called music, does not refer to the sound of instruments, be they stones, bells, and rings or pipes. The music [joy] of the people refers to their family, their customs, their profession, their way, and virtue. The leaders who put this into practice can make music by moderating these [activities] ensuring they do not lose their harmony. For this reason, the virtuous leaders use music to bring people joy, while the the leaders with no virtue only use music for them selfs.

Brands that bring other people joy will live long and grow old, while those who bring themselves joy will not last.