How dead-on is this? Steve Yastrow at the Tom Peters blog and I hold a similar opinion of Sprint and its feeble attempts to make an custo/member feel like a human being. Guess Sprint finally figured out it needs some help with its service (if you want to call it that). But why bother fixing something when a snappy catchphrase is all you need? Here’s Steve’s take:

The Sprint stores (the places I could never get good service or a “Yes, you can” answer) are being “rebranded,” which probably means a superficial facelift and no change to the customer experience. My prediction: Sprint will still suck. You can’t buy great marketing, no matter how big you are. You have to do great marketing. You can’t say “Yes, you can” if your employees and customers think “No, we can’t.” Marketing can’t be a big game of fakeout, no matter how big your checkbook is.

Kinda harks back to the fact that creating a passionate experience must be an inside job.