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 […]
Why all boats look the same – the power of words in yachting
As a child, there was one thing that fascinated me immensely at school: the mimeograph. Before photocopiers became common, that was the system for replicating text. You would turn the […]
Metstrade and Boat Shows: Strategy, Innovation, Marketing, Communication — and Above All, the Lifestyle of Nautical Professionals
I hope no one has to do blood tests when they get back from Mets.And now that I think about it, not from Boot Düsseldorf either. Or Cannes…Or Genoa, Monte […]
LLIQUIDA MANIFESTO: COMMUNICATING THE SEA WITH HEAD AND HEART
«Si, ok, you talk and pontificate (sic), but if I may be so bold: what the hell do you want from us?» This question was asked to me by a […]
Nautical Awards Guide 2025: which ones really matter to sell boats
In the past year alone, over 100 international awards have been handed out in the boating industry.Red carpets, shiny trophies, crowded stages in Cannes, Düsseldorf, Genoa, Amsterdam, Berlin.It feels like […]
Nautical Marketing: Why Avoid Non-Specialized Agencies?
The morbid fascination of the extra sector For a few days now, when you go up the stairs, when you get in or out of the car, your knee hurts. […]
Dress up, let’s communicate
“A custom-built boat is like a tailored suit… How many times have you read, heard, or seen this phrase? It probably ranks third in overused nautical communication clichés, right after […]
Agglomerations and Mergers. Consolidations and Joint Ventures. Alliances and Synergies.
Al Ries was right when he spoke about the Law of Duality, stating that: In the long run, any market turns into a two-horse race. On one side, we have […]
Like attracts like
A chemistry professor once told me in university: like attracts like. That’s why soap cleans dirty hands better than water alone. Without delving into the chemical composition of soap, since […]
If you want to build a ship…
More Than 80 Years Old, Yet Still Relevant for Nautical Marketing It’s attributed to Antoine de Saint-Exupéry, though its true origin is unclear. The message, however, is profound: “If you […]
9 Reasons Why They Don’t Buy from You
In the nautical industry, it’s still not that common—at least not for boats—but it’s becoming so for accessories. In 2023, global online purchases in Italy exceeded €54.2 billion (+13% compared […]
