MYTH 3 – BRANDING MEANS OFFERING QUALITY It is to the credit of many professional service firms that offering a quality product is the key to success. There is no doubt that offering a quality product is the starting point for every great business. There is no doubt that investing in the product (the front […]

MYTH 3 – BRANDING MEANS OFFERING QUALITY It is to the credit of many professional service firms that offering a quality product is the key to success. There is no doubt that offering a quality product is the starting point for every great business. There is no doubt that investing in the product (the front end of the marketing process) will set the business up for success and help reduce significantly the cost of marketing at the back end of the process (promotion or communication). The facts are however: Quality is rarely enough. Competitors offer quality too. The customer is the relevant judge. It is well and good to have a quality offering, but what good is it too you if no one knows about it.? For the quality to work as an effective marketing tool it must be understood by the market. In other words: The market must be…