If your primary branding position is quality, you have no branding position. If quality is the first thing you communicate to the marketplace, you won’t be very effective. Quality is a given in today’s business. This is why quality alone will not necessarily put your product/service into the so-called “habit loop” of your target audiences.
Consider the Sanyo brand. Their tagline: “Affordable quality.” Is Sanyo offering quality? It’s beside the point. The better question is: do you currently own or desire to own a Sanyo product?
My 2¢: Passing up the opportunity to say something meaningful and memorable about your brand = setting fire to good money.