Elagabalus,
I agree wholeheartedly on the nature of the real issue here.  Branding suggests one is selling something, or perhaps changing an image so as to better persuade, or gain more power or control.  But since branding is all about image, it misses the real point.

The relationship a bishop is supposed to have is on wherein he knows who we are, knows our names, our fears, our longings.   He is to protect us.  We rarely ever hear of that office in those kinds of term anymore, because that kind of relationship no longer exists.

Instead, bishops seem to want to grab the mic and spotlight, and to speak "for" us (nevermind that hey don't know us, ignore us, or worse, treat us like we've seen in the scandal...)  It doesn't matter that an overwhelming percentage of Catholics believe the bishops are wrong on ABC (or other matters).  It doesn't matter that there is little or no accountability for them.  All that seems to matter is that they protect each other: silence is consent.