Branding Lessons from The Genoa International Boat Show

This week I’ve been at the 65° Salone Nautico Internazionale di Genova, one of the most prestigious yachting trade shows in Europe. Walking through the exhibition, surrounded by motorboats, sailing boats, and luxurious yachts, one thing struck me immediately:

Branding is everything.

These products are not just boats. They are positioned as life experiences—symbols of freedom, quality time with family, social status, and the joy of living. The price tags? Astronomical. And yet, nobody seems surprised. Clients happily pay because the brand, the positioning, and the message are all perfectly aligned with what they value.

And here’s the lesson for us as business leaders:

👉 Your positioning defines your clients.

👉 Your branding justifies your pricing.

👉 Your alignment creates demand.

You can choose to be a premium brand, capturing high-margin clients who appreciate excellence and pay for it. Or you can choose to compete on price, like Ryanair—also successful, but by aligning its branding, service, and message to lowest cost.

The success comes not from the category you pick, but from the clarity and alignment you build:

• Your product
• Your positionin
• Your messaging
• Your delivery

Get these aligned, and your clients will see the value. Break the alignment, and you’ll struggle, no matter the quality.

So here’s my challenge to you this week:

🔹 Is your brand and positioning aligned with the clients you want to serve?

🔹 Do your product, message, and delivery all point in the same direction?

🔹 If you want to attract premium clients, does every part of your branding reflect premium?

Branding isn’t just a logo or a website design. It’s the promise you make and the experience you deliver—every single time.