The Fox, The Hen, and Rebranding for Lent
Luke 13:31-35
The Power of Rebranding
Rebranding can change everything.
Think about Nike. Before the late 1980s, Nike was just another sneaker company. Then came three words: “Just Do It.”It wasn’t just about shoes anymore—it was about a mindset, a call to action, a lifestyle.
Or consider Apple. In the mid-90s, Apple was struggling. Then came their bold new slogan: “Think Different.” It wasn’t just about computers anymore—it was about challenging the norm, embracing creativity, and seeing technology as a tool for revolution.
Both companies found their identity, reshaped their message, and invited people into something bigger.
And that’s what Lent is for us: a season of spiritual rebranding. It’s a time to reflect, re-center, and ask:
Who am I becoming?
Am I living in alignment with Christ?
What needs to change?
Jesus gives us a powerful rebranding challenge in Luke 13:31-35, where He contrasts two images: the fox and the hen. These aren’t just farm animals—they represent two ways to live, two ways to lead, and two paths to follow.
Lent is our opportunity to decide: Am I living like the fox, or am I stepping under the wings of the hen?
The Fox: The Self-Serving Brand
Jesus calls Herod a fox—a creature known for being cunning, manipulative, and self-serving. Herod built his life on power, control, and self-preservation. He wasn’t about serving people; he was about using them.
The uncomfortable truth? We all have a little fox in us.
We chase after status, success, and approval.
We manipulate situations to serve our interests.
We focus on image and self-protection, making sure we come out on top.
But the fox’s way is exhausting. When we’re consumed by control, power, and reputation, we become anxious, isolated, and spiritually unfulfilled.
Lent invites us to pause and ask: Is this really who I want to be?
The Hen: The Rebranded Life
Then Jesus gives us another image: a mother hen gathering her chicks under her wings.
This is a radically different kind of leadership.
Instead of power, Jesus offers peace.
Instead of manipulation, He invites us to trust.
Instead of self-preservation, He chooses self-giving love.
But here’s the hard truth: Jesus laments that people don’t want to come under His wings. They resist Him.
And so do we.
We hesitate to surrender fully to Christ.
We fear losing control, comfort, or independence.
We hold on to our own way, convinced we know best.
But here’s the paradox: True freedom isn’t found in control—it’s found in surrendering to the One who truly loves us.
Lent is our opportunity to rebrand—to step away from the self-focused, power-hungry tendencies of the fox and come under the sheltering wings of Jesus.
How to Rebrand for Lent
So how do we make the shift? How do we rebrand our lives to reflect Jesus?
1. Recognize the Fox in You
Be honest about the ways you’ve been living for yourself instead of for Christ. Where have you been self-serving? Where have you been resisting God’s call? Lent is a time for self-examination.
2. Embrace the Hen’s Leadership
Instead of trying to control everything, step into trust. Let God lead. Jesus isn’t forcing you under His wings—He’s inviting you. Will you accept?
3. Live the Rebranded Life
If you were a company, what would your new mission statement be? What needs to change?
Maybe it’s how you treat people.
Maybe it’s letting go of pride.
Maybe it’s spending more time in prayer and Scripture.
Whatever it is, Lent is your chance to reset, realign, and reflect Christ in a deeper way.
Will You Rebrand?
Nike became Nike with “Just Do It.”
Apple redefined itself with “Think Different.”
And now, Jesus is calling you to step under His wings.
The fox chases power.
The hen offers protection.
Jesus invites us to realign with Him—but the choice is ours.
So ask yourself:
👉 Am I living like the fox—focused on my own gain, my own plans, my own image?
👉 Or am I stepping under the wings of Jesus, trusting His love, His guidance, and His protection?
His arms are open. His wings are spread. He’s calling you into a fuller, richer, more beautiful life than anything the world offers.
Will you step under His wings?
