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Guest Commentary: Brand Identity—Listening, Learning And Applying


Mystic Powerboats M4200 Hull No. 15. To date, 25 of Mystic’s 42-footers have been sold.

Since Mystic Powerboats unveiled its first prototype M4200 luxury center consoles at the 2015 Miami International Boat Show, the company has built 15—OK, hull No. 15 is currently in rigging—and sold 25. Obviously, since Shogren Performance Marine Mystic’s global dealer, I’m delighted with those numbers as is John Cosker, the founder and owner of Mystic.

But as proud as I am at the reinvention of both of our companies, I’m even more humbled by it. It’s been a unique learning experience supported by—at least from where I sit—the greatest clients anyone could ask for.

When John and I started talking about Mystic’s first center console during the 2014 Miami Show, our conversation was pretty simple. We’re both lifelong boaters. We knew what we liked and didn’t like and we had an idea of what we wanted to do with the new center console.

But here’s the thing: We didn’t think we knew it all. In fact, we knew we didn’t.

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