“I consider a bad bottle of Heineken to be a personal insult to me.” — Freddy Heineken, founder of Dutch beer giant

A key to creating a strong brand is an obsession with delivering a quality product. Milton Hershey, founder of Hershey Chocolate said, “Give them quality. That’s the best kind of advertising in the world.”

Howard Schultz, founder and CEO of Starbucks writes, “The taste of our coffee has created such a quality experience that we’ve been able to convince people over the last 20 years that it’s still a very good value even though it’s more expensive than traditional coffee you can find at a diner.”

The Bottom Line: Leaders consistently deliver a quality product knowing that higher quality creates higher value which in turn influences sales.