A brand would not be a brand without us so it is important for them to keep us in the loop. There is always a new trend, brand, gadget coming out as we all know change is the only constant thing in life so if the brand does not evolve and stay current it will, with time, become a distant memory. We buy their products so we should be involved or feel involved. If a brand distants itself from it consumer they will feel neglected and lose interest