paddling like mad to stay in the right direction

People are a bit like swans.  However calm and organised we may appear to be on the surface, beneath the water we are paddling like mad to stay afloat and in the right direction as we lurch from crisis to crisis. 

Which is a bit like companies (and therefore their brands) really.  Everything might seem ordered, logical, thought out and considered, but the likelihood is that that incisive strategy was scrawled on the back of a fag packet at midnight when the latest product recall/environmental disaster/lawsuit hit the company.

Which is why all our fancy three year marketing plans are a bit pointless really as the only thing certain is that change will happen.

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