Branding and Acting - What Gives?

Regarding "Branding" for actors, recent articles have quoted Brad Gilmore Casting, including Backstage West and the Los Angeles Times.

And Gilmore says, “When you audition for me, I’d rather not have you try to trick me into thinking you’re this or that type. I want to see someone who has prepared extensively to bring the role to him or herself. If you’re presenting a brand, you’re putting up a barrier between us, and I can’t get to know the real you. It’s not acting. It’s a sales pitch and I’m not buying.”
— Backstage
It “seems a little bit too forced and formulaic,” adds Brad Gilmore, who helped cast the TV show “The Closer” and now focuses on independent films. “It’s a weird concept to me.”
— Los Angeles Times