"John Teets, former Greyhound Corp. chairman and current CEO at Viad once said, 'Management's job is to see the company not as it is, but as it can become.'" (Brand Autopsy)
That's exactly the kind of fluffy, ambiguous feel-goodery that leads management down the terrible – yet terribly enticing – path of line-extension. How many a great (great?) manager has eroded the core brand by adding conflicting brands, simply in the name of "seeing the business as it can become"?
My quote: management's job is to focus everyone involved with the brand on a single objective: what made us strong; what will make us strong in the future. If the answers to those two questions are not the same, then their brand could very well be headed for trouble.
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