The series was stale as moldy bread and needed a revamp. Star Trek had become a stale, stagnant, pop-culture joke. The sensibilities of the viewing public had changed a lot since the the 1960's(or even the 1990's) and one can't get by on name recognition alone. I see this as being no different then say, when Russell T. Davies revamped Doctor Who. Sure it was more hip and modern and stylish then the old series, and it didn't have as much of the endearing camp factor that the old series did, but the basic premise and message was there. Or one could look on this as being similar to DC Comics revamping their continuity every 20 years or so to go back to basics and keep things modern and fresh.
Canon works if a rich universe and a rich backstory is what you are going for. JJ obviously isn't going for that. He just wants to make a good, fun movie on his own terms that is faithful in spirit to the message of the original. He doesn't want to constantly hear people bitch at him because something contradicts so-and-so from some episode none of the viewing public care about. Brannon Bragga ran into trouble because, well for starters he's a mediocre and very uncreative writer, but also because he wanted the rich universe of the franchise but didn't want to follow that universe's rules and in order to get around it he always used First Contact or The Temporal Cold War or some bullshit like that as an excuse. JJ doesn't have to follow the universe's rules because it's a revamp and the rules aren't written yet, so he gets a lot more freedom to do what he wants. And he is a great writer, so I have perfect faith he'll have the restraint and maturity that Bragga never did.
Canon works if a rich universe and a rich backstory is what you are going for. JJ obviously isn't going for that. He just wants to make a good, fun movie on his own terms that is faithful in spirit to the message of the original. He doesn't want to constantly hear people bitch at him because something contradicts so-and-so from some episode none of the viewing public care about. Brannon Bragga ran into trouble because, well for starters he's a mediocre and very uncreative writer, but also because he wanted the rich universe of the franchise but didn't want to follow that universe's rules and in order to get around it he always used First Contact or The Temporal Cold War or some bullshit like that as an excuse. JJ doesn't have to follow the universe's rules because it's a revamp and the rules aren't written yet, so he gets a lot more freedom to do what he wants. And he is a great writer, so I have perfect faith he'll have the restraint and maturity that Bragga never did.