Customers want to feel included in, not dictated to

Instagram has just changed it's logo and is facing the same strong reactions by upset users, who feel they were left out of any conversation about such change being planned to happen. We humans form emotional bonds with brands, especially something we use every day. Consumers feel left out and disappointed when companies, that have such an impact on their daily lives, change something, especially without warning. Consumers want to feel included in, not dictated to.