People Don't Care About Your Product!
It's sad but true. Nobody out there gives a crap about your company and how you're changing/evolving/feeling/doing. You are not their buddy, you're a brand. If you want them to like you/pay attention to you/love you, you have to give them a damn good reason. Just because your ad gets across a brand message doesn't mean they will give a s#!t about that brand message, or believe it.