How can businesses leverage consumer feedback to drive innovation while staying true to their brand identity and values?

Businesses can leverage consumer feedback by actively listening to their customers' needs and preferences, and incorporating this feedback into their innovation processes. By understanding what consumers want, businesses can develop products and services that align with their brand identity and values. It is important for businesses to balance customer feedback with their core values and brand identity to ensure that any innovations are in line with their overall mission and vision. This can help businesses stay authentic to their brand while also meeting the evolving needs of their customers.