Put some NEW in the Old School

So, I'm having a client meeting this morning in the Downtown Dallas Starbucks and I notice they have this interior signage that says "I need a new tan line strategy..." Appropriate for summer, but it also got me thinking.

How often do companies need a new image / new perspective / new way of looking at their customers? In other words, although change is good, where is that sweet spot of delighting your customer with fresh, ah-ah moments and just plain confusing the hell out of them with your randomness?

Hmmmm...