When using multiple brands in intercom, it would be useful to be able to assign a brand to a contact - since customers will expect to continue to communicate with the same brand they converted with.
Implementing comms based on brand (via events) - having contacts strongly linked to the concept of a brand within intercom would make it much easier and safer.
Right now we can get the same effect through custom attrs on the contact model - but having it actually linked to the brand makes more sense and would be less prone to error.