Quality is the worst brand message because it’s meaningless
Tom Dougherty, CEO – Stealing Share
6 November 2013
Quality is not job one
Quality. I’ve decided that I hate the word and it’s a terrible brand message.
I know. Hate is a strong feeling to have about anything. But, when this word is plastered on billboards or lingering around slogans, I can’t help but feel a welling sense of anger.
“When I see the term quality, I see a brand that has taken the easy way out, and lacks all originality.”
Is there any term as commonly used as a brand message and equally as meaningless?
Having a sense of quality should be an absolute with any company seeking to steal market share. It, however, shouldn’t be a measure of differentiation, ever. Consumers should expect that what you do will have a degree of excellence (or quality) stamped on it no matter what. If not, you shouldn’t be in the game to begin with. So when I see the term quality, I see a brand that has taken the easy way out, and lacks all originality.
This is one overused brand message
Here’s the gist of what I mean:
You may not realize this but at Wendy’s, “Quality is our recipe.”
Ernst & Young will offer you, “Quality in everything we do.”
Oh, and by the way, at Ford, “Quality is job one.”
Here are some of my own, which most likely you could find in the marketplace, too:
“Quality Service, every time.”
“Quality is our middle name.”
“Where quality comes first.”
It’s time to take meaningless drivel like this out of the equation. So listen up, those of you who believe “quality is key” — it isn’t!
Time Inc Tom Dougherty, CEO - Stealing Share 16 October 2017 Time Inc cuts issues, and it's the right thing to do Well, this can’t be good for the publishing industry, can it? Time Inc announces it’s reducing the number of issues for Fortune, Sports Illustrated,...
Shock Advertising Tom Dougherty, CEO - Stealing Share 13 October 2017 Why Shock TV Fails. Paper-cuts. Shock advertising by Lexus and Direct TV Commercial effectiveness is in decline. Advertising agencies try anything to get you to notice the ad. However, it doesn’t...
American Influence. Declining. Tom Dougherty, CEO - Stealing Share 12 October 2017 End of the American Century I was thinking about a book, written by a friend of mine entitled The End of the American Century. The author is Steve Schlossstein (yes indeed 3 Ss), a...