How does a company remain relevant in its market? Microsoft may just be asking itself this question. A pioneer in computer software, Microsoft is so ubiquitous it was hard to envision the day when the company would be relegated to second-string. But that day has come and Apple has ascended the throne, claiming the title most valuable technology company.

It is due to innovation, solid product offerings and a great communications strategy that Apple has become the giant it is. Has Microsoft put as much effort into refreshing its brand; marketing both the company and its products? Or has it relied on old brand recognition to sell it new offerings?

Either way, the lesson to be learned here is; a company is not static, and the best way to promote the continuing expertise and relevance of your company is by having a solid communications plan mapped out. If you don’t, it might not be too long before you find your company chasing the competition.