Managers like straight lines. Lines that join up in nice natural patterns. Managers desire certainty over uncertainty. Control over lack of control. Attention over lack of attention.
Uniformity in all its many forms is the order of the day.
Yet, the essence of the genius within a successful brand is anything other than straight lines and angular shapes. It is anything other than obvious systems of control. Anything other than competence wrapped up in sophisticated language; to manifest a brand.
The essence of genius is in developing a brand that can negotiate the most powerful forces of 'incompetance and insanity'.
If you can develop a brand that can do this; then you will someday be amongst the most wealthy in the world.