"What most brands need is careful and effective maintenance"
Jeremy Bullmore
"I don't revolve, I evolve"
Alan Partridge
Building distinctive, consistent memories in the mind of people over time is the route to sustained brand growth. People buy the brands they've noticed and have some level of favourable familiarity with.
In other words add to, or re-configure, the story that's people's heads already. Don't try to start a new one.
Continually tring to 'reinvent the brand' is commercial suicide. There simply isn't enough room for ego and the need to 'make your mark' in the commercial real world.
NORTHERN PLANNER 
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