I'm a big fan of the idea that brands need to be a lot more nimble in their communications, by relying less on The Big Idea and concentrating more on new opportunities and bundles of small ideas. I trust anyone that planner-geeks reads this is already familiar with what Russell and John Grant have to say about this. Here's a little blurb from Conan O'Brien, just another way to think about it ;)
“Which reminds me of one last piece of wisdom I heard a running back say about football. He said that despite the best planning and blocking, “the hole is never where it’s supposed to be.” What this man was saying is that real life is about reacting quickly to the opportunity at hand, not the opportunity you envisioned. Not thinking and scheming for the future, but letting it happen and reacting. In this way, life is a lot like football, right down to the part where you pat the ass of the man next to you.”
The future can't be defined or planned for now as before. Reacting and letting it happen is good advice for modern brand communications, though I'd probably stop short of patting the ass of the man next to you.