Wales is on the move, to coin a phrase

I read with interest that there is a “rebranding” exercise being carried out to “reposition” Wales (DW 19 June).

I think this raises an interesting issue about language, surely the only way you could “reposition” Wales is by towing it a few hundred miles north or south. Wales already has a strong and real personality built on its wonderful scenery, people, language and history. How can you “reposition” it? Define it, highlight it, explain it, certainly.

I am becoming increasingly concerned by the loose use of “jargon” which seems to be employed to give spurious respectability to a view or process. Short cuts in language are all very well, but not when they are inaccurate, confusing or actually only succeed in obscuring the real work of the design industry.

Adrian Adler

Creative director

Adler Design

London SW6