branding or bullshit

In a world where the brand dictates the buy - where do we draw the line between branding and bullshit? We all have favorite brands that we identify with and show our approval of by making purchases. However, is there a point where the brand overcomes the product and thus crumbles, becomes less believable, less desirable to the audience? How much is too much? and are we only attracted to the pretty shiny things? Does substance have a say? all points to ponder....