Reinventing leadership or supersizing Nokia ?

Olli-Pekka Kallasvuo wants Nokia to become "the most loved and admired brand in the world". So he hires a top marketing gun from Coca Cola.
Olli-Pekka Kallasvuo wants Nokia "to tell a story with each product" and according to four main customer benefits "Design & Style", "Modernity", "Rational" and "Easy & Reliable". So he hires a top marketing gun from Nike.
Olli-Pekka Kallasvuo wants Nokia to remain the global leader, so he hires top marketing guns from other global leaders who've never reinvented themselves.
I'm not saying Nokia will turn obese, nor start manufacturing handsets by the hands of Pakistanese kids.
I just thought a leader could reinvent itself only by thinking out of the box... and definitely out of the Happy Meal or shoe kinds of boxes.