Getting outflanked

I was recently in Key West and before you ask, yes I did lose a shaker of salt.

Key West, as all the tourist brochures remind you, is the southernmost point in the United States. And on the southernmost point of the island sits the Southernmost house, and the Southernmost Hotel which features the Southernmost restaurant and the Southernmost beach.

The only problem is, there's a lot of land just south of those properties, where a private home resides. The plaque on the front of the house, shown here, reads "The Southernmost Southernmost House."

It's a helpful reminder for marketers: Make sure the position your brand establishes is on terra firma it can maintain.

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