Quality is a concept that has thousands of adherents. The way to build a better brand, goes the thinking, is by building a better-quality product. What seems so intuitively true in theory is not always so in practice. Building your brand on quality is like building your house on sand. You can build quality into your product, but that has little to do with your success in the marketplace. Years of observation have led us to this conclusion. There is almost no correlation between success in the marketplace and success in comparative testing of brands—whether it be taste tests, accuracy tests,
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