His concepts on branding (the longest part of the piece) are narrow-minded at best. He's essentially saying to build yourself a box and nail yourself inside. This is the kind of thinking that keeps George Romero from doing anything other than zombie movies.
"The trouble with being a ghost writer or artist is that you must remain anonymous without credit.
If one wants the credit, one has to cease being a ghost and become a leader or innovator." — Bob Kane