Today is part two of an amazing educational event called Escalate Live. It’s being hosted by friend, colleague, client, and Fast Track Photographer author Dane Sanders. It’s a training seminar with some of the top photogs in the industry sharing their knowledge live via internet video. Yesterday, one of the speakers, the never too-bashful-to-say-how-he-feels Chris Becker did a slam against Pictage (full disclosure: Pictage is a client of ours). It was during his talk about the importance of branding. It caused a little bit of a stir in the wedding and portrait world as word circulated about the slam. Personally, I felt it was bad form for Chris to slam a company during Dane’s event when that company has been a major supporter and sponsor of Dane and Fast Track. There are any number of companies he could have used to make his point: AT&T, American Airlines, and B of A come to mind.
But it got me thinking: can a brand get a second chance? Is it possible to win clients back and change consumers’ perspectives. Anyone who’s been associated with Pictage over the past five years (whether as a client or an employee) will tell you that there’s a night and day difference in the company since Jim Collins and the rest of the new management team has taken over. Old clients have returned, and the company is winning new evangelists. In addition to the strides they’ve made improving their technology, addressing customer service issues, and expanding their price offerings, they’ve done a significant amount to give back to the community (i.e. the Katrina family charity shoot and the Boys and Girls Clubs of Las Vegas “Lens & Learn Event”). It’s still a work in process for sure, but they are definitely headed in the right track. In an earlier post I did about them, I predicted that not only are they making a come back, but in a few years, if they continue down this track, they’ll be a lovemark in the photo industry.
So, the question I pose to you: can a brand get a second chance at greatness?