Internal change management is important because the emotional perception of your brand sits upon the rational interactions that take place on a dialy basis. If you are making promises that your staff cannot deliver, you will destroy your brand.
So our External Communications communicate benefits to customers who interact letting us know what there needs are thereby market segments with common needs. These market segments may or may not be the same as your original target markets, they may also change over time. In fact target markets are likely to change with fashion fubdamental human needs tend to be more consistent. As CoCo Chanel said "Quality never goes out of Fashion"
So we now know "Which customer segments want What" from a relationship with the brand. It is important that this information is communicated to all levels of your organisation. (On a visit to NASA President Kennedy asked a guy cleaning the Floor, "What do you do here" he said "I am helping to put a man on the moon" ) In this manner they will be able to focus on what customers want and produce innovative products that have the features or functionality that deliver against the customer needs. If you have the right relationship with your customers and they believe in you, you will be able to drive that agenda yourself.