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…


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…


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…

Tony Sorrentino

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

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