From our point of view, he makes a very strong case for branding. His description of authenticity, of value creation and what motivates consumers to buy is a coherent delivery of a company's value proposition that is, well, branding.
Consistency within the company, saying and doing the same thing, sticking to principles and avoiding "bullshit" is the branding process, that will deliver a brand that consumers can relate to and value as authentic. The end result, obviously, is profit.
For anyone to whom this may be important but confusing: Brand Manual offers a half-day "Branding ABC" course that explains the branding process and how to profit from it. Contact us.