Snakes...Planes....And Client Service?
What do snakes and planes have to do with good client service? That is the question I asked myself when I began reading Rob Millard's post Snakes On A Plane. He answers the question. Please read his post--it underscores some very fundamental truths.
The classic argument... are $$$ best spent on branding (so people know who you are) or product/business development (so you identify and respect new and existing clients)?
As Rob alluded to, the problem with SOAP is that the emphasis was too heavily on brand development. The film lacks substance. Eveyone knows about the film, but if it's barely worth watching has the hype been worth it? No way.
Before engaging in monstrous marketing campaigns we need to develop and perfect our product and services offerings, and only then can we go to market.
On the other hand though, SOAP did an incredible job of creating a cult following before the first screening ;)