the deployment/app name (the wrangler + package name). Differs per brand of the same system.
Optionalglobalbrand identity shared by every service (BRAND_NAME, baseUrl, emailFrom, …) → [vars].
Optionalbrandper-service brand-facing opts → [vars].
Optionalwirebrand-tunable EDGE params keyed by wire.id (Phase 3).
A BRAND — thin, swappable per deployment. Carries the app identity + the brand-facing opts (→
[vars]).