Michael Bierut: We've ruined branding

Michael Bierut discusses how we’ve ruined branding and how his thoughts on branding have changed since starting his design career.
Michael Bierut has worked as a graphic designer for over five decades. His first job after graduating from the University of Cincinnati was for Massimo Vignelli where he worked for 10 years. He then became a partner in the New York office of Pentagram, where he’s worked for 32 years and counting.
This video is an excerpt from One More Question 📻 if you want to listen to the full episode go here - nwrk.co/omq-michael
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Host: Ross Drakes
Guest: Michael Bierut
Nicework team: Mpho Sethole, Jason Tuohy, David Hillier, Shannon Davis, and Tariro Mashanda
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[@welovenicework.]

🎧 Listen to the full podcast here: nwrk.co/omq-michael

[@AmateurVolcanologist]

Beirut's point about the democratization of the craft of graphic design impacting its allure and legitimacy is well said.

[@welovenicework.]

We love the way he questions his clients: 1. Do you really need this? 2. What problem are you trying to solve? Are you sure this is the best way to solve it? Making sure they don't think that having a brand is the answer to their problems.

[@cpujolsdesign]

@@welovenicework. I see brand as the heart of any enterprise, whether a one-person shop or a corporation. An enduring brand stands the test of time, when all the other trends and brands die out. This is why I place so much emphasis on brand when designing logos for clients. It serves as the meaning behind the graphic.

[@welovenicework.]

@@cpujolsdesign we love your thinking. Creating brands that stand the test of time is one of the most important things we can do as designers/brand builders.

[@steakbeard]

Oh man, this is a great channel! Can't believe I just found it

[@libertyhuchubranding6876]

This is transformative. You have to believe and behave like the person you want to become because your reality is based on how you interpret the world and who you become is based on who you act like and what you do.

[@bowriver]

I totally agree with the thought that everything is being REDUCED to branding. Words, putting people into boxes. Leftist/ rightist. Religions. Jesus. I'm a Christian and dont think God needs a t-shirt ad to boost Him..He has all creation to advertise Him! Hahaha

[@alanhansmannkurtcobain8811]

Interesting.

[@61wayne]

Who remembers this logo to left of the type ?...lol... I need to rebrand it it's old now . Great conservation I as schooled 79 to 81 at L.A.T.T.C. as commercial artist . I decided to get back into it ,tired of not being creative. There is so much bad branding/logo's out there, I think Pepsi logo is terrible from original and Apple logo bites !

[@welovenicework.]

Bring the artistry back into logo design, @61wayne! 😄

[@ap6160]

Graphic designers truly ruined branding by making people think that graphic design is what branding all about. The fact that people think "branding" means logo and visual identity is proof of this.

[@welovenicework.]

It could also be that it's the most tangible part of 'branding' - and this extends to things like packaging, too - so people have come to associate branding with Graphic Design (where you get your logo/CI).

[@baadtaste1337]

So he thinks branding is ruined because more people know about it?

[@welovenicework.]

Not that more people know about, but that more people have access to it. Two sides to the coin: 1. It's great that more people have access and can build their own brands now - no gatekeeping 2. The proliferation of branding has watered down the power or authority of having a 'brand' A few decades ago, when branding was less accessible or a more expensive exercise, it would have meant that someone had spent a lot of money to create or build a brand - there was significant investment, hence credibility. Presently, a lower entry point to create or build a brand means that the experience you receive may not match the brand's perception.

[@baadtaste1337]

@@welovenicework. "more people have access and can build their own brands" I am not sure if the activities and online presence of a person or small company would qualify as brand-building? There are more nuances, steps along the way - like knowledge of another person or service. "Knowledge of" does not automatically turn an entity into a brand. I.e. You-tubers with large followings may be said to have a brand because of sheer numbers but the person doing this may not have planned to build a brand as much as getting attention and followers. So I think "Branding" as an activity requires planning and awareness of choices and ideas - and rules to follow. It is a complex process that goes over time. I believe it to be more costly today than before because of all the "noise" of many trying to reach an audience. So - not dead but challenged ? :D

[@welovenicework.]

​@@baadtaste1337 You make some really good points. You're right the 'knowledge of' doesn't automatically make a person or thing into a brand - and neither should it, becuase not everything needs 'a brand' in the official sense. If you have a company or are a well-known personality with a following (even a small one), we'd argue that that actions you take or how you behave play a role in building a 'brand' around you or what you do. In this example, there's something that comes to mind when they think of you/your business and vice versa, which is one of the aims of having a brand (saliency). As you say, there is still 'brand-building/branding' in the traditional sense - i.e. what's the plan that we'll follow to help people associate us with 'x'. But everything you put out publicly, as a KZbinr, small business, or LinkedIn influencer will likely position you, in some way, in the minds of others. If your messaging lacks alignment or consistency, it's going to be harder to do so (good or bad, depends on your goals). Also, as you point out - it takes time. There's definitely more noise to contend with - that's because the barriers to entry are so much lower. So, it could be costly if you're competing in a large market/have poor strategy, but if you've found a unique market or problem to solve it could (emphasis on could) be cheaper - at least on entry. Challenged - definitely. Do you think we'll see branding become less popular / less of a requirement in years to come?

[@chumleyk]

Mr Bierut has the earned luxury to be confused about Brand right now because of his portfolio, provenance, and pedigree... If he didn't have that he'd be dead in the water without a paddle.