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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