Self-liquidating?

Something marketing folks need to rediscover:

Not every marketing act must be empirically self-liquidating.

Picking up the phone instead of silly phone trees, with a smile that can be heard down the line? It just looks more expensive… and you can’t draw a direct line to “it kept a customer who was thinking about leaving, but after everyone else had annoying phone trees and you actually picked up the phone, you became the top choice again”…

…But it doesn’t stop that from being the case.

People aren’t “tidy” enough for the economist’s view of brand building to be the best way to build a brand.