Remember that hot strategy topic of the 1990's, Total
Quality Management? As far as we know, TQM 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: Why 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, for
this week, let's take a look at what we’re calling TQP: Total Quality
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