another quote, another book

"Brand innovation is brand management. The brand is only as good as its last three or four ideas. All of brand marketing should be treated as an innovation project. Forget the brand 'essence' - in a few years' time it may be different as a result of these new innovations. A brand is like a person it needs to evolve to stay interesting. It should be coherent - each new idea should make sense and be brilliant in its own terms - but not consistent (in the sense of endless dull repetition of the same old formula). "
John Grant - The Brand Innovation Manifesto