TOTAL QUALITY POSITIONING
Sometime, when embarking upon a new year, it makes good sense to look back at some older things ... some things we may not have had at the tip-of-the-tongue in recent times but that, nevertheless, still hold value. One of these that we have been thinking about - after probably a ten-year or more hiatus - is that hot strategy topic of the 1990's, Total Quality Management. As far as we know, TWM is still alive and well, particularly in those organizations that invested in learning how to implement it some years back. In reconsidering some of the basics of TQM, a nagging question occurred to us: What hasn't anyone adapted and implemented the TQM principles to brand positioning? (If they have, it has been little noted, that's for sure.) We think virtually all of the fundamentals of TQM apply to brand positioning development and implementation as well. So, over the next few weeks we'll take a look at what we're calling Total Quality Positioning.
The DISPATCHESTM for January 25, 2009 can be found here:
A printer / handheld friendly version can be found here:
It is also available in PDF here: