In a nice encapulation of what the art of planning is all about Jeffre Jackson of OIA has come up with this definition: “interestingness management”.
Jeffre argues that:
“Interest and time are related in many ways, some fairly linear (boredom) and others less so (nostalgia). Keeping a brand interesting means steering its storyline through time. And sometimes an interesting, emotionally satisfying plot twist requires a change in character. The trick is to make changes that enrich the brand, that are developmental rather than just different.”