The importance of an innovative brand

I just read this article: http://techcrunch.com/2014/10/29/1076543/ Even though I think the article is a bit “high level”, I think the author points out something very important: If you managed to destroy your companies reputation by making non-innovative products and making yourself more a mass-producer than an innovative leader, you won’t get the communities attention for innovations that you need! HP is a great example for that.