Every move we make contributes to the symbol that is our brand image. If we take a long-term approach, many of the day-to-day questions become clearer.
Over the past six years, we've built an impressive brand image for our new venture, called channel.R Yacht Lifestyle. We carefully crafted the brand's image before launching and took a brave risk by focusing on yachting lifestyle rather than being the simple representative of other brands.
Most yachting companies try to be all things to all people, catering to the upper crust and the plebeians alike. But this approach creates a neutered brand with no personality. To stand out in today's market, we need to stay true to our coherent creative policy year after year, no matter the pressure to "come up with something new" every season. It takes guts and stubborn determination, but it's worth it.
The business that focuses on creating a strong and clear image for their brand will ultimately gain a bigger market share and make more money in the long term. At our company, we have a long-term perspective and plan for the future, knowing that we're not just in it for a quick profit, but intend to stay in business for the long haul.
