I've always thought it important to stay focused. Clear and consistent in early stage companies is critical. People have to know who you are, what you do, and feel your sincerity.
Got sent a link to this great article "The Punk Rock Brand". Iggy Pop's music for a cruise line ad campaign? How punk rock is that?
But what they say is so, so true:
Target early adopters.
Support your fans.
Never sell out or it's over.
Don't be a poser.
It's ok to be controversial.
Be the revolution.