Qualities are agents which represent attributes of the system or of other agents, for example the brand ‘quality’ of a product. Agents often exhibit qualities. For example, the customer service process is regarded as too slow, inflexible or impersonal.
The model says that the company’s over focus on brand, to the exclusion of customer service, poses risks to the relationship with the customer. The slow and impersonal service clashes strongly with the necessary goal of a connection with the customer.