Is your brand seaworthy?
Erik K Pelton
MARCH 25, 2021
A ship needs several key elements to be seaworthy and withstand the risks and battering of being out at sea. On a recent trip to the Atlantic Ocean, I was struck by this metaphor – a brand also needs several key features to be “seaworthy” and withstand the uncertainties and dangers that lie ahead. Proper use over time propels the brand, like the sails of a boat.
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