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The law of quality from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
The law of quality states that quality is important, but it is not a differentiator. Every brand wants to be known for quality, but quality alone is not enough to build a brand. Quality is something that consumers expect from any brand they choose to buy. It is not a unique attribute that sets one brand apart from another. In fact, focusing too much on quality can actually backfire and hurt a brand. Quality is a basic requirement for any brand to succeed, but it is not a brand's most important attribute. Brands need to offer something more than just quality to stand out in the marketplace. They need to find a unique selling proposition that sets them apart from the competition. This could be anything from a lower price point to a more innovative product or service. Whatever it is, it needs to be something that resonates with consumers and makes them choose one brand over another. Many brands make the mistake of thinking that quality alone will make them successful. They pour all their resources into making the highest quality product or service, but they neglect other important aspects of branding. They fail to differentiate themselves from the competition, and as a result, they struggle to attract and retain customers. Brands need to focus on more than just quality if they want to succeed in the long run. The law of quality reminds brands that they need to offer something more than just quality to build a successful brand. Quality is important, but it is not a differentiator. Brands need to find a unique selling proposition that sets them apart from the competition and resonates with consumers. By focusing on more than just quality, brands can create a strong, memorable brand that stands out in the marketplace.
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