A client who is market leader in his category recently told me that he wanted to add the word “quality” to the company’s slogan, to reinforce just how good the products are.

Good idea?

Words like “quality” and “star” and the old-fashioned “de luxe” are used by brands that service the middle and lower end of the market. The purpose is to counter the impression that they are second rate.

Quality Inn, Quality Street (chocolates), Jetstar, De Luxe Motel.

Leading brands have no need for this perceptual trick and should steer well away from gratuitous endorsements of their own product. The market already knows that they are good. Labouring the point is gilding the lily.

So if you’re already tops, best to leave “quality” in its box.