Implicit? It is explicitly stated. Brand are a big part of marketing your product to your customers. Brands need to be kept up to date because the styles and tastes of your customers change. Things get old. New display/printing technologies enable and require new design patterns. Your customers start to expect different things over time. People stop noticing your brand if it feels like you aren’t keeping up with the last 20 years of fashion. You need to move constantly just to stay the same point.