Ladies and gentlemen: the story you are about to read is true. Only the names have been changed to protect the innocent.<\/p>\n\n\n\n
I am paraphrasing the classic intro from the TV series Dragnet because this really is a true story.<\/p>\n\n\n\n
I find the following email and press release landing in my inbox.<\/p>\n\n\n\n
“It is the new wonder of the seas, a masterpiece of boundless beauty. From September 23 to 26, the undisputed star of the Beautiful Boat Show 2026 will be ONDA ENORME, the largest ONDA ever built. […] The new flagship propels the ONDA legend into an unprecedented dimension, reinterpreting on a never-before-explored scale the signature design cues that turned the brand into a global nautical icon.<\/p>\n\n\n\n
Penned, much like every ONDA masterpiece of the past thirty years, by The Cool Design Guys […], ONDA ENORME stands out for balanced proportions, a sleek silhouette, and pure lines, which together craft an image of extraordinary harmony. Contemporary details and sculpted surfaces, highlighted by metallic-tone paintwork, deliver depth and three-dimensionality to the profile.”<\/p>\n\n\n\n
Let us list them in order: wonder, masterpiece of boundless beauty, undisputed star, largest ever built, flagship, unprecedented dimension, never-before-explored scale, global nautical icon. And then, masterpieces and extraordinary harmony.<\/p>\n\n\n\n
Are these superlative enough for you, or do you feel the urge to pack in a few more?<\/p>\n\n\n\n
Even conceding, for the sake of argument, that these are vital to grasping the sheer scale of the yacht and the shipyard in question, let us dig a bit deeper.<\/p>\n\n\n\n
What do “contemporary details” actually mean in concrete terms?<\/p>\n\n\n\n
A cleat and a fairlead showing up simultaneously?<\/p>\n\n\n\n
Were the “sculpted surfaces” carved out with a hammer and chisel?<\/p>\n\n\n\n
Do boats lacking such surfaces, “highlighted by metallic-tone paintwork,” turn out flat and two-dimensional because their outline fails to express “depth and three-dimensionality”?<\/p>\n\n\n\n
Aside from the fact that a profile usually calls to mind an outline defining an edge or an object viewed from the side, which brings attention to length and height rather than three-dimensionality.<\/p>\n\n\n\n
Fair enough, I am just a simple guy from the provinces and perhaps I miss the grand flights of fancy required by modern copywriting.<\/p>\n\n\n\n
Yet the question arises naturally: is there anything genuinely captivating or interesting in this message?<\/p>\n\n\n\n
In other words, even if the shipyard were truly the hypothetical ONDA, how much attention would this copy actually secure in the press, and more importantly, inside the desires of a prospective owner?<\/p>\n\n\n\n
To be sure, the shipyard’s actual name works heavily in its favor, being one of the most celebrated in the industry.<\/p>\n\n\n\n
This brings up another point: carrying a strong brand lets you get away with the occasional lapse.<\/p>\n\n\n\n
As the Tuscan proverb collected by Giuseppe Giusti notes: “Build a good name, then wet the bed and they will say you were sweating”.<\/p>\n\n\n\n
So what two lessons can you take away from this single read?<\/p>\n\n\n\n
First, giving your marine communication a major leap forward takes very little effort when even the top players rely on inflated superlatives and generic press release fillers that end up saying nothing.<\/p>\n\n\n\n
Second, possessing a recognized brand grants more room for missteps.<\/p>\n\n\n\n
That makes shaping how people perceive you essential, especially early on when you are starting out as an entity selling products or services.<\/p>\n\n\n\n
Keep in mind: real substance must back that perception, otherwise the game unravels quickly, because sharp marketing on a poor product only accelerates failure.<\/p>\n\n\n\n
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