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The 22 Immutable Laws of Branding
book

The 22 Immutable Laws of Branding

by Al Ries, Laura Ries
October 2009
Intermediate to advanced content levelIntermediate to advanced
272 pages
5h 1m
English
HarperCollins Publishers
Content preview from The 22 Immutable Laws of Branding

7 THE LAW OF QUALITY

 

Quality is important, but brands are not built by quality alone.

What is quality?

Everybody thinks they can tell a high-quality product from a low-quality one, but in reality things are not always so obvious.

  • Does a Rolex keep better time than a Timex? Are you sure?
  • Does a Leica take better pictures than a Pentax? Are you sure?
  • Does a Mercedes have fewer mechanical problems than a Cadillac? Are you sure?
  • Does Hertz have better service than Alamo? Are you sure?
  • Does a Montblanc pen write better than a Cross? Are you sure?
  • Does Coca-Cola taste better than Pepsi-Cola? Most people seem to think so, because Coke outsells Pepsi. Yet in blind taste tests most people prefer the taste of Pepsi.

Common wisdom blames the testing ...

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Publisher Resources

ISBN: 9780061983672