Business Quote by Michael Bierut
“When it comes to working on identities, a lot of the time I find myself working with a company that has been around for a while. No matter what they say their goal is, the history and the impression that they have already made in the minds of the public is a real thing that you have to deal with.”
About This Quote
Source Interview: Design Talk, Michael Bierut, 2015
Brand history shapes public perception and must be considered when redefining identity.
In simple terms: Past brand image matters.
Key Takeaway
Respect brand legacy while evolving.
Themes
branding
identity
history
Mood
strategic
thoughtful
Type
reflective
inspirational
When to use this quote
- rebranding projects
- corporate communications
- product launches
Key Concepts
marketing
brand equity
Questions to Reflect On
- How can you honor a brand’s past while innovating?
- What risks arise from ignoring history?
A Different Perspective
Changing perception can be slow and meet resistance.
![“[S]ometimes, when you are a food person, the possible irrelevance of what you are doing doesn’t cross your mind until it’s too late. (Once, for example, when I was just starting out in the food business, I was hired by the caper people to develop a lot of recipes using capers, and it was weeks of…” quote by Nora Ephron](https://sms4smile.com/quotes/img-quotes/d79/nora-ephron-1217_business_s-ometimes-when-you-are-a-food-person-th_980.jpg)
![“If the State does not acquire supremacy over [vast private] enterprises, it becomes their puppet, and they become the real State.” quote by Bertrand Russell](https://sms4smile.com/quotes/img-quotes/bad/bertrand-russell-69_acquire_if-the-state-does-not-acquire-supremacy_1379.jpg)