The Brand Gap – Classic Design Presentation

30-Jan-202206-May-2009 by Jeff McNeill

Updated 30-Jan-2022

The Brand Gap

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Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe. This is incompetence. Customers pay only for what is of use to them and gives them value. Nothing else constitutes quality.

— Peter Drucker

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