South Africa, Jan. 30 -- As the 2026 calendar year begins, the corporate world once again feels the pressure of the so-called 'January reset' - a belief that brands need to refresh, pivot or reinvent themselves to signal momentum. According to Shanna Davis, senior brand manager at brand and communication agency Penquin, this seasonal urgency often does more harm than good. Real brand growth, she argues, is built through strategic consistency over time, not rushed reinvention.

"There's a lot of pressure at the beginning of the year to reset, refresh or reinvent," says Davis. "But from a brand perspective, growth isn't triggered by January. It's built through sustained effort, clarity and commitment over time. While that momentum can be us...