How to build a consistent brand image while keeping the message fresh and relevant.

[googl...@ai-usability.com]

This is an open question?

Building a brand year on year requires amazing project management
skills to be able to consider short, medium and long term strategies
all at once, independently and dependently at the same time. To
effectively defend against new competitor products and keeping their
own brand message fresh and relevant. Is project management enough or
are creative skills the deciding factor?