Ed Pilkington: To talk about quality, you first need a story

In the early days of brand building most brands talked about their product credentials – why they were good and why you should buy them.
The original four Ps of marketing (for those who may struggle to remember) were product, price, place and promotion – ie get the product right (and tell people about it), be clear on your pricing, know when to promote and what the promotion is, and be clear where you want your products to be sold.
As quality improved across the board brands struggle