There are brands who create then there are brands who follow

Working on DocXter, I've observed how we work. While we market for our product we clearly analyze consumer behavior and trends so we can cater to them. This way we stay relevant. This got me thinking, brands with influence don't follow trends, they create them. To get there, I suppose, a brand must gain that influence. Create a following by catering to relevance. Create a significant identity, enough to set a trend of its own. Which brand trends have inspired or influenced you?