All the FSD-overpromising tomfoolery aside (as well as a few other things that remain to be seen, like the Boring Company tunnels and Neuralink), I would say that making the first viable (and desirable; but I am ready to eat downvotes from people who will, rightfully, point out that it isn't desirable by them due to the interior not being as luxurious as similarly-priced mercedes/audi/bmw) mass-produced EV and the very recent Falcon-9 Heavy launch are kind of impossible to carry out just by the power of the brand. Especially since neither SpaceX nor Tesla had any brand power prior to actually consistently delivering the results.
For someone not on the inside to flippantly dismiss his contribution as brand only is just ignorance. There's a chance you're right, but you have no evidence to back up your assertion.