[marron]

It goes to the core of what is the brand about."

Its about principle or its about nothing at all.

When GOP becomes a "brand" the GOP is dead and over. God protect us from politicians that don't know that.

[Bob]

Its about principle or its about nothing at all.

When GOP becomes a "brand" the GOP is dead and over. God protect us from politicians that don't know that.

My take is that he's using the term brand in the sense of unifying/identifying principles rather than in the sense of a laundry detergent brand.