Celtic and the club's fans must find a way to make peace if any real success is to be achieved.
The weekend brought more turmoil between a fan group and the club after a protest at a St Andrews golf event. The Celtic Fans Collective organised a protest that saw tennis balls thrown onto the golf course where majority shareholder Dermot Desmond was trying to play.
That prompted the club to release a late-night statement that condemned the protest, and it didn't look good. The statement was a rambling rant that appeared anything but professional and very personal towards the Collective.
It showed a misunderstanding at the frustration fans face when trying to communicate with the club they spend their lives following and paying money into. And from a PR perspective, it was a disaster, blowing a minor protest into national news.
The Collective issued a statement of their own in response, and the whole thing has turned ugly again.
How long will it go on? The club surely cannot argue against the valid concerns the fans have. They are regularly seeing players leave for big money, and they are not being properly replaced.
Celtic failed to see the disaster considering Robbie Keane as a manager would cause during the summer, and their recruitment approach was an absolute shambles. The Bhoys are not communicating properly with supporters, and they can't even seem to find a full-time chairman.
Now, not everything runs smoothly all of the time, and clubs will make mistakes. But much of the time, all fans want is communication. If club officials come out and say 'do you know what? We made mistakes during the summer transfer window and will assess the situation to see where we can improve', fans would respect that.
It may be recommended PR practice for the club to put brave faces on and stand by each and every decision, but when you are repeatedly making mistakes, that will only lead to a breakdown.
Fans are asking for the club to talk to them, to take their opinions on board, even if they don't listen to them, and that doesn't seem like much to ask, especially when the Bhoys rely heavily on the income brought by fans.
It's a standoff that has to be fixed, otherwise one of two things will happen. Either Celtic's dominance will slide, with performances perhaps reflecting the toxic atmosphere around the club, or they will win and it will mean nothing.
A club divided is not a club at all, and it really does feel like that at the moment. All success is going to leave a bitter taste in the mouth while fans are prevented from feeling truly connected to their club. That doesn't do anyone any good, so why not seek a solution? Compromises are going to have to be made on both sides, and that has to be communicated by both sides, too.
But no progress is going to be made while both sides are shouting at each other, so to speak. This situation needs to be resolved calmly and efficiently. The question is, what or who is it going to take to pull that off?
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