Even the strongest, most recognizable brands need a refresh from time to time. What communicates who your organization is in one era may not resonate with a new generation, or who you were then may no longer describe who you’re becoming now.

Here are some clues it might be time to clarify your brand:

01 Your name creates confusion rather than curiosity, or forces you to tell a story you no longer want to tell. A name doesn’t have to explain everything, but it shouldn’t confuse people.

02 Your core value proposition is expanding or changing. You no longer offer…


This is the story of the most effective brand icon in history: the cross.

Over 2,000 years ago, a revolutionary heretic was brutally executed by the national government. Three days later, he rose from the dead, emerging victorious from a tomb that couldn’t hold him.

Shortly thereafter, his followers made a very odd decision: they chose the instrument of his death as the symbol of their newfound community of faith.

Today, it is one of the most recognized symbols in the world.

The highest-paid strategists and hardest-working brands will never accrue the equity that’s built up in this elemental outline…


Imagine me as an 11-year-old, a shellacked swoop of spiky hair sticking out above my beady eyes, my whisker-less upper lip curled purposefully to hide a set of bulky metal braces.

It’s 1997, and for the first time I am standing, awestruck, in front of an Abercrombie & Fitch.

As I step through the open doorway, I’m greeted by a pair of teenagers in ripped jeans and polo shirts who wordlessly nod in my direction. Anonymous techno music thumps out from speakers hidden somewhere behind an endless wall of graphic T-shirts and moose-emblazoned boxer shorts.

Every detail is considered. Shirts…

Tony Sorrentino

Chief Strategy Officer at OX Creative. Certified Paterson LifePlan Guide and StratOp Facilitator.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store