I found this tucked away in a tiny corner of Dave Young's Branding Blog:
I was digging through my collection of quotes and came across this one by Amy Curtis-McIntyre, JetBlue's Vice President of Marketing. So many businesses miss the mark when they leave out the part of branding that takes place inside the company.
"Advertising is the last thing you bring to the mix. You start by getting the product right, getting your attitude right, getting everyone internally understanding the mission. Then you move to telling the story through PR. You build the advertising last, and that way you can live on realistic budgets."
Preach on, Ms. Curtis-McIntyre! If theatrical producers spent more time upfront making their shows better, they could spend a lot less time and money and worry and angst on the backend trying to sell them.