There is a clear answer. Brands represent a company, but it’s the people who fill the brand with meaning. They grow fond of it because they associate certain experiences, values and expectations with it. And you can’t change that over night—you also shouldn’t.

That’s true. The meaning of a brand is shaped by the people, and those connections take time to build. But doesn’t a brand also have rights to evolve? For better. Today’s ecological problems and ethical values deserve over night actions. No?

My response got butchered by Threads. Not the first time this happened. – In essence: improve the products and services, make them ethically sound and sustainable, and you’ll change the brand perception too.

No worries—What’s wrong about a brand already delivers a good experience and say we will look like this now? I think “time heals all designs” as long as they keep it right with experience which creates the gut-feeling or brand. For people, any change is uncomfortable at first.