Good Grips: Usability before Branding

Using examples such as the Good Grips kitchen tools, Tog explains why and how you should create a usable product before expending energy and resources branding it to death. One piece of advice that is particularly valuable:

    If you are now using the word, "branding," more than once per week, you should: * Every time you feel the word, "branding," coming on, picture in your mind a burning cow. Good Grips kitchen tools grew out of one man's desire to build a better potato peeler for his arthritic wife. It has become one of the great marketing stories of the last decade, garnering a huge market share. Software designers can take from it two lessons: Good designs for the disabled can also benefit the normally-abled, and effective product design must come before "branding."