This paper begins with the observation that quality is a term frequently found in marketing and advertising material, but its definition is elusive for many, leading to vague promises and messages of little attractive power. As important as quality is to foundry products and services, it is under-utilized as an approach to distinguish brand identity and enterprise capability. Sharpened messages with greater content regarding quality, as they arise from an effective definition, can be of great benefit to foundry sales. The author, with over 40 years of quality experience, identifies four steps foundries can take with their marketing and promotional materials that could better utilize quality messaging.
Speaker:
Ted Schorn, Enkei America
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