People knowledgeable about branding tend to think that the case for branding is self-evident.
The best brand strategists are able to talk to non-brand people who are completely unconvinced or even hostile to the concept of branding.
(Mars and Venus if you will.)
When I was younger and more immature I resisted the concept of using "reputation" as a substitute. Now, I see the wisdom. (Hat tip: The Brand Consultancy, Mark Morris and Diane Beecher.)
In the end you can have the best ideas in the world. But those ideas are actually implemented through people.