Steve Jobs reveals why Japanese companies dominate quality without ever marketing it:
"The group of people that do not use quality in their marketing are the Japanese. You never see them using quality in their marketing"
"It's only the American companies that do. And yet if you ask people on the street which products have the best reputation for quality they will tell you the Japanese products"
"Customers don't form their opinions on quality from marketing. They form their opinions on quality from their own experience with the products or the services"