I'm still not quite sure what you mean by this "brand" concept. Are you referring to the idea that the band itself is marketed as an individual label, for example, people only liking "Paradise" because they know it's a Coldplay song?
Anyway, the reason I'd always go to a Coldplay concert is because of the aesthetic. I don't think that they ever really put on a great show, especially as Chris Martin always seems to sweat profusely
. However, I can sometimes enjoy their innocent nonsensical nature combined with their occasionally original ideas: I quite love "Strawberry Swing" for that very reason.