"The idea overall is to renew the program and to keep it relevant and appealing to new audiences, " said Mark Adams, chief spokesman for the IOC.

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The trick to staying a good, strong brand is the ability to evolve this promise over time, never losing sight of what makes your brand different, and never losing sight of the need to keep it relevant in a changing marketplace.

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But the people who manage the estates of dead celebrities have realized that if you want to keep your star relevant, it helps to have a social-networking presence.

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Do whatever it takes to keep yourself relevant.

CNN: Permanent beta: Why your career is a work in progress

If the U.S. wants to keep a relevant share of nuclear power, it needs to take several concrete actions.

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It was "working closely with the relevant authorities to keep up to date with ash movement and forecasts" and would adjust flight routes if necessary.

BBC: New Zealand's Mount Tongariro erupts