Marketers are, by definition, creative. We love nothing better than to come up with the Next Big Idea or -at the very least – a creative new way to position or pitch our products and services.
Brands should absolutely be refreshed periodically; positioning, value statements and messaging need to adjust to changing market conditions and customer needs. But at all other times, your brand messaging must be consistent to make an impact on your target market. You’ve defined your positioning, now drive it home. There is so much room for creativity in the means to do so, that you can certainly keep your message from getting stale, while still keeping your value clear in your target’s minds.
Go for it; get creative, but mind your inner brand police!