Some of what I'm dealing with in the Masters program right now in Corporate Communication ties in with a lot of what you're saying.  The Corporate Communications book were using by Paul Argenti (2007) focuses in part on the idea of corporate identity and advertising directed primarily in that direction to enhance Brand Recognition and sometimes tie into Issues advertising.  The idea is there however at times there is a legitimate value in just raising awareness and name recognition.

I realize your comments are directed more in the direction of Ministry Branding and as such the organizations are smaller and more targetted than a multi-national corp with millions in budget to spend.

I'm assuming that maybe what's taking place in your addressing this issue is that perhaps some of the theory from these other contexts is being drawn in and the process being overkilled when what's needed for most ministries and non-profits is going to require a broader strategy that just aiming at this particular niche.

Is that a reasonable interpretation on my part or what more would you add to set this student straight?