I like this approach a lot. Drawing an analogy to crown jewels is indeed correct, as branding is something of utmost value, and yet, it needs to be reviewed, dusted off and polished, from time to time. Branding is an ongoing, never-ending process that requires a big picture (and the Big Boss’ participation) to steer it in the right direction. It is by no means a simple gesture, translated through a logo or corporate identity makeover that is merely cosmetic, touches the facade, and in no way touches on the “soul” of the brand that should emanate at every customer touch point.
Great brands can be like crown jewels: worth a lot, but needing a polish now and then.
Inspiration: The Dieline Package Design Blog