Well in terms of building 'brand', branding in Google is not about consumer recognition. It's about measuring signals that may identify brands - and those are easily duplicated. Suggesting TV commercials are what builds brands in Google's eyes is a copout. Google can't measure that. They measure signals from that instead - and those can be replicated.
Frankly the problem is that people simply want to set up an easy website that isn't over the top, followed with easy marketing. That doesn't work as well as it used to. But you won't see sympathy from me. People are looking for the smart method, when in reality what they should be doing is the hard work method. Fortunately for me, I'm much better at working hard than I am at working smart.