The idea arose before Franco, with Primo de Rivera, when the Catalan bourgeoisie began to use the club for their political purposes.
Més que un club is simply a slogan devised by a president, in the same way that Florentino used the term galáctico.
Without talking about their identity and what they consider an ideology of freedom and blabla is strange that arise in 1968, starting the "tardofranquismo" (Franco old and docile).
Before that, as has been mentioned a thousand times they got the signing of Kubala + the requalification of Les Corts.
It could also be said that the first thing Franco did was dismantle Madrid's squad because it was full of Communists.
Those favors logically had to be awarded with medals(three times)
Barcelona recently dispossessed him from these medals. Decision promoted by politicians (in this case from Belgium or from the cell) as has been happening in Barcelona since the era of Laporta.
Nowadays that concept does not make sense. Even though it encourages them to do good things, like their time with Unicef,
In the end they end up fooling themselves, changing the sponsor to Qatar and defending the regime because people "are happy", as Xavi said.
Or when Madrid splurged money signing Bale,while they had another values... and shortly after it was discovered payments to Neymar pai