It would be interesting to approach branding just like a stock market. Rather than trying to beat the market with quick jabs at what will be hot, follow the combined, predictable, gentle trends. Whenever you see someone else's branding work and think "that's just like 20 other projects I've already seen" understand that maybe that's why it's an investment that will grow well with the audience and their pace with the market. They probably aren't read for what's next.