Before every show Bruce Springsteen writes a set list. "It's purely something to make the band feel like they know what's going to happen," he told Rolling Stone. "They also know it's not worth the paper it's written on."
Once Bruce takes the stage the set list largely goes away. He watches the crowd. He feels what they're wanting to hear--from the cardboard signs held in the air, to the shirts being worn. Each song throughout the night is chosen as they go.
The 17-piece E Street Band knows how to work this way and it's how they create a specific experience for each audience. Which is why Springsteen is the #1 Best Live Act on tour right now.
Good brand strategy development works similar to this, doesn't it? There's a process which gets things centered and started, like a set list. And then once the process begins the experience becomes something that's rightly specific to the brand.
"I'm listening to the song we're playing--it's talking to me about what to play next," Bruce says.