Not sure the real world agrees. Including almost every other law, accounting, and financial practice - personality-centric companies make up a non-trivial percentage of the worlds most iconic brands.
Just off the top of my head:
Disney
Bloomberg
Automattic
Air Jordan
Craigslist
Baskin-Robbins
Andreesen-Horowitz
Kleiner Perkins
Wilson Sonsini Goodrich and Rosati
Fenwick & West
Just off the top of my head:
Disney Bloomberg Automattic Air Jordan Craigslist Baskin-Robbins Andreesen-Horowitz Kleiner Perkins Wilson Sonsini Goodrich and Rosati Fenwick & West