Discover the key elements of a brand refresh

Orangefiery founder and CEO Mike Kuczkowski’s latest Forbes article, The Shoemaker’s Children Have a Brand, is live! In this piece, Mike outlines what he believes are the key elements of a winning idea-centric brand refresh strategy, inspired by his personal experience with his father and informed by Orangefiery’s brand refresh this year.  

The article traces the evolution of branding throughout history and culminates in the eight steps that are crucial to designing a successful brand refresh strategy for organizations today. According to Mike, “While the 20th century saw brands focus on attributes and experiences, the rise of the knowledge economy and digital business has fundamentally altered the playing field. Today’s brands are built around ideas.” 

So, what is the idea behind Orangefiery’s brand? We believe that a generalist approach to communications is at the heart of change and that companies do better when the tools of that discipline play a role in strategy.  

Learn more about our brand refresh in our blog post on our 10-year anniversary and subsequent digital identity update, and see how we’re applying what we learned through that exercise for our clients in Mike’s full piece on Forbes. And if you’re interested in our brand strategy consulting services for a robust brand refresh strategy, contact us today.