In this Identity Audit, I'm not covering a hospitality launch. I'm a brand and identity strategist, and Four Seasons putting their name on a 204-meter yacht is one of the clearest examples I've found of a brand that knows exactly which part of itself is allowed to change, and which part never will.

We cover:

• Why Four Seasons expanding from hotels to yachts isn't really a new category — and what actually stayed the same
• The difference between a company that sells hotel rooms and a company that sells a standard
• Why most brands get expansion backwards, and quietly let the promise drift to hit growth targets
• Why "luxury" was never about price — and what the definition actually is
• What happened when I had to decline a client's request to change how I work, and why it wasn't really about the offer
• Why expansion that requires lowering the bar isn't expansion — it's dilution

The question this episode is really asking:

What's the standard you'd refuse to compromise, no matter what category you're asked to enter?

New episodes every Monday.

Find Kat at kattorre.com | Instagram: @kattorrexo