The former has to do with the organization being ready to face itself. There is some sort of concern over their image, or a crisis, and they accept that it is time to go through the often painful process of self examination that is branding.
The latter has to do with an arrogant refusal to undergo true branding, but it is stated in the guise of obtaining one. The speaker trivializes and minimizes the serious issues surrounding branding, treating it like a toy that can be bought at the local FAO Schwartz.
It is really not necessary to wind up falling into either of these categories. Rather, an organization can take a balanced approach to its brand, recognizing the necessity of maintaining ongoing brand health, and taking corrective action where necessary. That way they feel neither pathetic nor arrogant about who they are and who they want to be.