This in my experience is true, in most organizations where branding is a new thing, which means investing talent, money and time behind the brand, there will be a group of Neanderthal business people within the organization who will remind you how they built a business without this branding crap.
That much is true. They built a business. But in all certainty, they did not build a brand. If you are the guy in the company championing the need to brand and conduct branding building activities, ignore these buggers. They will find you offensive. Offend them anyway.
They will say you are wasting money. Spend to invest anyway. When they fail to discourage you, they might even sabotage you and your campaign. March on, anyway.
Because it is the right thing to do. Because you believe in branding and what it can do for your company. Your belief has a price.
How much stamina do you have?