Want to report back for others.  Unfortunately the flags 'rebrand' and 'brandname' didn't work however when I tried 'FORCETYPE' (as in /FORCETYPE), it loaded! It has been flashed and everything is working fantastically. Thanks for the help!
Hey all, So I've seen this happen on two separate R610s now in the last 2 days. We recently received 2 R610s back that was on loan to a vendor for the last 2 or so years. Before bringing it back into the pool, I plopped in a CD generated from Repository Manager that has the Linux Deployment Media on it in the first server. We've used this CD before on the other 20 R610s I support without issue.  However upon rebooting, the BIOS which was supposed to be upgraded from version 2.2.10 to 6.3.0, has the BIOS Revision set to "blank". Yes. The POST screen says "Bios Revision" instead of "Bios Revision 6.3.0". After installing CentOS and attempting to re-run the Bios Update BIN file it says that the installed version is nothing. Yeah. Not good. And because of this I can't access the System Services / USC / LifeCycle Controller. It just hangs there.  Everything else updated fine (iDRAC, LifeCycle, drives, raid, network, etc).   So I thought... try 2. Install OS first (CentOS) and run patches from root when install is finished. Same deal and same issue. Everything else patched fine except the BIOS.   I have tried: - Forcing a downgrade to 2.2.10 and 3.0.0 but both fail (even with the -f -q flags) - Re-flashing it and the LifeCycle controller - Attempted to run the Lifecycle repair package via the iDRAC interface (update the .usc file and have it run...) The system itself is operable, but I have no idea what impact this could have long term. 
Oddity upgrading R610 from 2.2.10 bios to 6.x.x