Brand Identity

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The Branded Pen Ends Up in a Drawer. A Sailing Poster Lives on the Client’s Wall

Is it possible to pack the entire science of a complex subject like sailing into a single sheet of paper? Probably not, even on a very large sheet. Yet you […]

Takeoff, flight, landing, and takeoff again: marketing seen from the cockpit

Every stage of a company’s life demands distinct strategies and tools, and the next phase always arrives sooner than expected. Here is what aviation can teach business leaders. Imagine boarding […]

The discovery of the absolute superlative and handy tips on how to abuse it

Ladies and gentlemen: the story you are about to read is true. Only the names have been changed to protect the innocent. I am paraphrasing the classic intro from the […]

The CEO who climbed the barriers in Cannes. To sell toothpaste

Word has it that this happened at the Cannes Yachting Festival. The CEO of one of the most prominent yachting brands climbs over the barriers of a rival shipyard’s booth […]

The Giant’s €850 Million Lesson

Sustainability, accessibility, and exclusivity. These are the three guiding lights for Groupe Beneteau over the coming years. Hearing them out loud, they sound both ordinary and completely contradictory. “Come on, […]

Zero Clichés and 124 Words to Steer a Giant: Lessons from Ferretti Group’s CEO Letter

Did you happen to catch the letter that Stassi Anastassov, CEO of Ferretti Group, circulated recently? It is an outstanding, free masterclass in corporate leadership. A prime example of how […]

If the market doesn’t choose you the blame is not the clients’

Watching the world through the magnifying glass of social media provides a good way to understand how it works. It is like having a perpetual observatory of human behavior. This […]

The terrifying experience of other people’s holiday slides

If you are under 40 you probably escaped it. If you are over 50 you suffered through it time and time again. The dramatic ritual of other people’s slides. Remember […]

Marketing has a communication problem.

It often uses English words for simple concepts.  Useful, fundamental things, but spoken more as if they were gibberish rather than real concepts. And then it is surprised when the […]

Communication during uncertainty sells more than communication during growth

When the market collapses, almost everyone disappears. Shipyards cut their social media presence, charter companies send emails packed with desperate discounts, and nautical influencers suddenly have nothing to say. Silence […]

Nautical communication: why corporate slogans kill sales

Unless you are a surgeon, buying a scalpel will not make you capable of performing surgery. So why do you think that having a keyboard is enough to be able […]

In the boating industry, we have a major communication problem

Boating has a communication problem. Better to focus on the message than the product: boats are beautiful, shipyards offer every type of vessel, and prices are more accessible than people […]

Better to stay silent than to speak in vain

You might not have noticed, but last week you didn’t receive our newsletter. Mind you, if you did notice, I am very pleased.  But I start from the assumption that […]

Being over doing

Open LinkedIn tomorrow morning.  Scroll through the feed and you will find three posts from three different shipyards. The first announces the launch of a new model.  The second communicates […]

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