Last year, we adopted a dog, Cookie, who we were told is about 5 years old. Since she came from a puppy mill, her exact age is uncertain. Cookie quickly became part of our empty nest family, which included Chester, our beloved 17-year-old Maltipoo, who recently passed away. Chester was more than a pet—he was part of our lives for 17 incredible years. During their time together, Chester’s wisdom guided Cookie, teaching her how to be a dog, while Cookie’s youthful energy kept Chester young at heart. Their bond was a reminder of how experience and youth can complement each other.

They say one dog year equals seven human years, making Cookie about 35 and Chester a remarkable 119 at the time of his passing. Watching their dynamic felt like seeing a seasoned mentor guide an eager protégé, with each bringing something valuable to the relationship. Having spent over 40 years in branding, this made me think about the life cycles of brands. Do brands age just as quickly? Can established brands learn from emerging ones—and vice versa? My answer: a resounding YES!

⏰ Why Time Flies for Brands

In today’s world, where digital innovation moves at lightning speed and trends shift overnight, brands age faster than ever. A brand designed for 2018 may struggle to connect in 2025.

Design styles, customer expectations, and cultural norms evolve rapidly. Add to that the shifting ways your target audience engages with brands—what worked seven years ago likely feels outdated today. Without consistent updates and intentional evolution, your brand risks signaling that it’s stuck in the past, disconnecting you from your customers and giving your competition the opportunity to steal coveted market share.

👻 Is Your Brand Aging Faster Than You Think?

In today’s fast-moving world, brands can age just as quickly as trends shift. If your brand feels a little tired, it may be time for a refresh. Ask yourself:

• Does your visual identity feel outdated? A once-bold logo may now look clunky compared to modern competitors.
• Is your messaging still relevant? Does your brand voice resonate with today’s audience, or is it speaking to yesterday’s customers?
• Are you keeping up with technology? A slow website or inactive social media presence can make your brand feel behind the times.

🐶 Lessons from Chester: Brands Need Care, Too

Just like dogs need exercise, good nutrition, and regular vet checkups to stay healthy, brands need ongoing attention to remain relevant and impactful:

• Stay Active: Refresh campaigns, evolve strategies, and engage consistently with your audience.
• Fuel Growth: Invest in content, innovation, and data-driven insights to keep your brand strong.
• Check for Warning Signs: Conduct regular brand health assessments to ensure your positioning stays fresh and competitive.

🔥 Refreshing Your Brand for Long-Term Success
Even the most established brands need rejuvenation to stay competitive. Whether your brand feels stagnant or you’re looking to stay ahead of the curve, here’s how to breathe new life into it:

• Audit & Adapt: Evaluate your brand’s positioning, messaging, and visual identity to ensure it remains relevant.
• Embrace Innovation: Explore AI-driven personalization, interactive experiences, or sustainable practices.
• Plan for Longevity: Develop a strategy that evolves with market trends rather than reacting to them.

💪 Keep Your Brand Fresh and Future-Ready Like a well-cared-for dog, a brand can stay vibrant, engaging, and relevant well beyond its early years. The secret? Consistent attention, smart evolution, and timely refreshes that align with shifting consumer expectations.

A brand’s longevity isn’t about age—it’s about adaptability. Whether it’s updating your visual identity, refining your messaging, or embracing new technology, staying relevant means staying proactive. With the right strategy, your brand can continue to inspire loyalty, attract new audiences, and stand out in a crowded market.

🚀 Is your brand showing its age? Let’s talk about how to keep it fresh, thriving and well cared for. Russ Napolitano is Partner, Creator of Opportunities at Xhilarate, a Philadelphia-based branding & design agency. Contact him at: russ@xhilarate.com