Google Branded Search – The Future of Google Search?

The last post I talked about how brand could affect Google SERP, guess what? Matt Cutts highlighted that the update wasn’t driven by brand, but more on trust, PageRank, and authority. See the following video to get more information about this issue:

What I gathered here, if the update based on trust (more on the quality of backlinks), PageRank (domain age also plays part), and authority (damn, those technorati again?), then what happen to brand?