Rather than brands, a more effective term would be ideals. That core, locus of the culture. Like a center of gravity. Like gravity, it is an expression of the culture expressing it, than an entity of itself.

The problem with monotheism is that ideals are not absolutes. Like centers of gravity, there are multitudes of such structures. All quite powerful to the systems forming them.

Yet the universal is the elemental. So a spiritual absolute would be the essence of sentience, from which we rise, rather than an ideal of wisdom and judgement, from which we fell. More the light shining through the film, than the stories playing out on it.

Morality is not absolute, as it couldn't be transgressed if it were, like a temperature below absolute zero.

Morals are the ideals that enable a functioning society. Such as responsibilities being a prerequisite for rights, not the other way around.

Including that complex interplay between competition and cooperation.

While culture tends to treat good and bad as some cosmic conflict between righteousness and evil, in nature, it is the basic biological binary of beneficial and detrimental. The 1/0 of sentience.

Too much good can be detrimental, as well as some bad being necessary and educational. No pain, no gain.

Humanity, having become a global organism, is reaching a rough patch, where the nodes have to better understand the networks. Organisms in the ecosystems.

Synchronization of the nodes, harmonization of the networks.