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 on...
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