When company executives talk strategy, the question, whether spoken or implicit, invariably is, How can we be more like Apple? How do we develop those radical products that disrupt what people thought was possible?
In looking for answers, the best place to start is Steve Jobs himself, whose passing this year imparted a personal sense of loss even among those who hadn't met him.
Brands today exist in multiple mediums, defined by multiple voices. The media brands inhabit is iterative, with no beginning, no end, and little permanency. In that context, adherence to a big idea and endless repetition of centralized, fixed rules can make a brand seem unresponsive and out of step with its audience. But without repetition, how does a brand create consistency? And without consistency, how does a brand maintain value?