From Jerry Ketel, the PAF President, comes his first decree:

The Sexton Law

Whilst sitting on the Couch on Couch, Dylan Boyd’s (of eROI) den of emarketing excellence*, Jamie Sexton blurted out what was, at the time, a seemingly innocuous comment. She said, “Brands need to reinvent themselves every 18 months or so, don’t you think?”.  At the time, I remember Dylan and I looking at each other and nodding in approval. But later, the phrase stuck with me because it had a burning truth to it. And now I believe it to be a singular reality that needs to be called out as a genuine law of marketing, here forever to be known as the Sexton Law. That All brands, to be relevant, must reinvent themselves at least every 18 months, in many cases, sooner. Amen.

*Not to mention Ryan Buchanan and Maureen Pimley and if I’ve forgotten any others, my apologies.