Bad product design can be sold on its branding

Nobody would get a prize for guessing what sort of designer Dick Powell is. But he should look again at that list of ‘cool’ brands (Letters, DW 25 September).

For most on the list, product-focused or not, it could easily be argued that their broader image is either as important or more important than any other aspect – not that other aspects aren’t critical.

And if you think that branding and communication makes no difference to a poor product, how do you explain the domination of Microsoft Windows and the famous victory of VHS over Betamax? Whatever it was that won those battles, it certainly wasn’t the products. And where is the line between product and brand?

Sometimes I wish the world was different, but when I try to take a broad view of it, it seems to me that Powell’s comments are just product designer’s spin.

Robert Smith

Jog

London W1