We creatives don't like to think of ourselves in those terms. We have a love/hate relationship with personal branding and ourselves as product (if the audience doesn't want what I have, well screw 'em).
Creatives hate big companies. They hate how big companies pretend to be innovative, but are typically incubators for un-innovative people. And they hate how big companies allow Creatives to get thrown under the bus, for the sake of the village and its politics.
But what does it take to achieve a long lasting piece and a line that stands the test of time? A connection with the consumer and quality material. Two very basic fundamentals I believe Brett Johnson Co has mastered.
To make creativity work for you it's important to nurture your creativity, learn how to discern great ideas from ephemeral ones, consciously create a container for your thoughts, keep focused until you see the idea through and take responsibility and value your ideas.