Consistency in fundamentals keeps creativity on the rails

I don't mean the “foolish consistency” that Emerson scorned as the “hobgoblin of little minds,” by which every new thing must be exactly like every old thing, with no room for creativity, fresh ideas and risk-taking. Without the creative, fresh and risky, nothing significant can happen.What I mean as necessary consistency is this:Consistency in branding and thus in identityCommercial enterprises … ...