In an Aristotelian-Wittgensteinian way, Andrew goes on to define brands as a collective fiction that allow shortcuts in decision making. They are made up by all of us. They make things happen. And that thing is generally a bypassing of an otherwise complex decision making process.
Personally, I believe in the idea that “all models are wrong, but some are useful”. Models are necessarily a gross oversimplification of reality, but in doing so they make the world manageable. Each of these worldviews can help you or hinder you. The more aware of the worldviews in use the more you can use them to help rather than hinder.