A useful but clunky way to define planning is "interestingness management". Interest and time are related in many ways, some fairly linear (boredom) and others less so (nostalgia). Keeping a brand interesting means steering its storyline through time. And sometimes an interesting, emotionally satisfying plot twist requires a change in character. The trick is to make changes that enrich the brand, that are developmental rather than just different.
By going backwards to the beginning, Casino Royale brings the 007 brand forward in this way. The most interesting Bond film in maybe forever, it dispenses with the cloying, happy-go-lucky playboy of the past 30 years in favor of the "ironical, brutal and cold" character that Fleming originally conceived. But the real interest-generating aspect of the movie is not just the novelty of a new Bond, but the revelation of an earlier, unfamiliar Bond who makes emotionally satisfying sense of the flip, emotionally vacant character we've grown (over-) accustomed to.
After watching "Bond 21", I'm pretty sure that when Bond 22 comes out in two years, I'll pay the $32 for a ticket. I'll forgive it its predictable annoyances (egregious Sony product placement, the odd Bruckheimian fireball). I'll think about how it enriches or enfeebles the franchise and try to convince you that it's interesting in either case. All of which adds up to a fairly comprehensive description of the behavior a strong brand is supposed to generate.