New is not always better. When it comes to marketing, creating innovative products is not always going to be good for your brand. In fact 40% to 90% of new products fail and buyers will often favor the traditional over the ‘new’.
Take for example Coca-Cola who designed a new product in 1985 and where sure from all of their team that it would be a sensation. They released the drink as “New Coke”, certain of its success. All their market research had assured them that people would love it.