The truth is that many companies don’t think that a rebrand is tied directly to their customers. The better companies are able to understand and know who their customers want to be, the better they can invest in new technologies and innovations to fulfill those needs. Michael Schrage in his article “Who Do Your Customers Want to Become?”, points out something very important: “Smart companies increasingly recognize that their own futures depend on how ingeniously they invest in the future capabilities of their customers”.

Innovation is not only about change; it is about how it influences the vision of the customer and this is what truly creates real innovation. There is no innovation if the technology or the product created doesn’t fit what your customers want and need.