In cutting edge technology you want your brand to be exactly what your customers didn’t know they were looking for.
Think of all the technology you are relying on today that wasn’t invented 10 years ago – and you didn’t know you even needed it.
In most industries you want your Brand to deliver exactly what the customer is expecting and wants. Good brands deliver on the experience the customer wants. But, some brands need to think about what would make life better for people who didn’t know they even wanted it! Apple computer as an example was perfect at that. Lets hope Apple can continue to be ahead of the game.