A brand at a crossroads is a familiar sight. There is the known path (the old ways of doing things) and the unfamiliar path (the risky new approach.)
What looks like a crisis of choice wouldn’t exist without an underlying crisis of identity. No matter in which direction the brand proceeds, it takes itself on the journey. Without a deliberate effort to address weaknesses in the brand fundamentals (purpose, voice, positioning, etc), the brand risks failing in opportunities where others may succeed.
In life, people get stuck when we lose sight of our purpose. The brands that have clarity on who they are and how they will bring consumers in to the brand experience, do not get stuck at the crossroads. They know the way to go and have success along the way.