Every brand has legacy pieces that linger. Old campaigns. Outdated taglines. Visual elements that feel “off” but haven’t been replaced.
Sometimes we hang on out of habit. Sometimes it’s fear. Sometimes we don’t realize what’s holding us back until it’s already crowding out what could be growing.
At last year’s All About Brand conference, Rob Feinberg, CMO at Pennsylvania Horticultural Society, shared a favorite metaphor:
“Roots are what anchor you. Shoots are where you play. Compost what doesn’t work.”
Your brand doesn’t have to be rigid — or chaotic. The best ones are rooted in clarity and values, but flexible enough to test, grow, and adapt.
A quick way to try this:
List everything you’re currently putting into the world — campaigns, taglines, event graphics — and sort them into:
- Roots: Core, consistent, essential
- Shoots: Experimental, timely, seasonal
- Compost: Stuff that’s just not working anymore
Not everything needs to be overhauled — but some things need to go.
Knowing what to keep, what to test, and what to let go is a bigger part of managing your brand than most teams realize.
That was one of many smart, practical takeaways from last year’s conference.
Want in on conversations like this next year? Save your spot for All About Brand 2026.
