All every company wants, is to meaningfully connect with their consumer and add value to their life. But in order for anyone to be able to do that, they first need to be confident in who they are.
The risk of putting the consumer central of your organisation, is that you lose track of who you really are. Following every consumer trend will result in a lack of consistency, which will ironically alienate the very consumer you were trying to appeal to. In today's transparant society, with its overload of information, the consumer wants you to be a strong, authentic, uncompromising identity they can recognize and rely on. It might sound counterintuitive, but it is only by focusing on yourself first, that you will be able to meaningfully connect with your consumer.