Being amped-up on one's "creation" is not the same thing as being amped up on the brand. In fact it's just the opposite. If you look at Starbucks, or Amazon - these are companies who will do ANYTHING to serve the customer. They're not in love with the technology, they are in love with the audience.
Post-branding is the undoing of the brand. The difference is whether that's purposeful or not purposeful. I would suggest that post-branding masters are masters of purposefully undoing the brand, and making it look effortless. (Lauren Hutton.)
The distinction between branding and post-branding is absolutely critical. Branding is done outside a social media context. It is striving for absolute consistency. Post-branding is done in concert with social media - it is knowing. When NBC lets viewers "join in on the conversation while watching the show," that is post-branding.
One other thing - branding to me is amoral, neither good nor bad, simply a tool. I don't idolize great brands (but do want to learn from them). I do get angry at people who cheat and steal. The moral struggle involved with being a brand person is, how do you NOT collude with people who are happily putting lipstick on the pig?