You think PLM is boring and complex. Actually it can be fun and easy. I think simplification is one of the most important trends today in enterprise software. It helps to take complex technologies mainstream. Mobile devices made it possible by combination of camera, power computing capabilities and accessing data on the cloud.
Brands are important. Especially when it comes to market differentiation. Examples of brand differentiations are around us. Some car manufacturers created luxury brand cars, most of electronic product lines have special product lines, consumer product brands are also using brand differentiation strategies.