Branding, as a marketing approach, seeks to eliminate critical thought among potential consumers. If you do it well, you get brand equity, the measure of how well your branding investment is paying off in consumer zombification.
As a proposal writer, I'm supposed to adhere to the precise phrases and imagery that the company's product managers have developed carefully and expensively with consultants. Never mind who my audience is or the objectives it has specified in the RFP.
The writer pursuing brand equity is encouraged to abandon persuasion, rhetoric, and creativity in favor of an approach designed for cattle. Yeah, it bugs me.