From Backstroke to Brand Strategy: Marketing Wisdom from the Pool.

This morning, while many were still tucked up in bed or easing into the day, I found myself doing lengths at my local 25-metre pool. Nothing out of the ordinary – I usually try to swim around a kilometre, three to five times a week. It’s a decent way to start or end the day.

Since I’d also been swimming the night before, I wasn’t exactly feeling competitive. No personal bests on the agenda – just a gentle swim to loosen things up. More of a steady brand-building exercise than a full-on demand gen campaign.

That’s when Bill joined my lane.

Bill isn’t the fastest swimmer, but he’s not overly slow either. He sits in that middle ground – steady but mismatched with the lane pace. Wanting to keep things smooth, I waited until he was well on his way before I set off. The goal? Give us both space and avoid the awkwardness of me accidentally tapping his toes or his feet kicking me in the mouth...

And this is where the marketing analogy came to mind.

Watching Bill made me think of what happens when a brand misjudges its market. If a swimming lane were a supermarket aisle, Bill had wandered into the wrong section when his product offering was more suited to another. It’s not about value – it’s about fit. And just like in marketing, if you don’t understand your positioning or who you’re competing with, the experience can become uncomfortable for everyone involved.

Now, if the lane had been busier, or if I hadn’t been patient, things could’ve turned a bit messy. Just as a product with no real market fit can fail to gain traction, Bill might have found the lane less enjoyable – and maybe not returned.

Then came Freda, floral swim cap and all.

At one point, I paused to give Bill some space. Within seconds, Freda zipped past me on the inside – which, for those not familiar with lane etiquette, is a bit like overtaking someone in the biscuit aisle when they’re clearly waiting for someone to move along.

When I asked her (politely) why she chose to overtake like that, she replied: “Well, you’re much faster than me, so I thought I should go.” It left me a bit confused. Her logic was flawed – and it reminded me of when a brand jumps into a quick-win tactic without considering the bigger picture.

It’s a classic case of short-term thinking. You might get ahead for a moment, but if you can’t maintain the pace or deliver what customers expect, they won’t stick around. One-time attention doesn’t build loyalty.

So what does swimming have to do with marketing?

• Choose the right lane. Know your strengths, your audience, and where you’re best positioned to compete.

• Be aware of others. Your competitors are part of the same environment – how you move affects them too.

• Balance competition with courtesy. Long-term brand building is about relationships, not just winning a single race.

• Quick moves need solid backing. Flashy tactics without substance won’t lead to lasting results.

And continuing as I started, if you do end up in the wrong lane, don’t thrash about – adjust your stroke, recheck your lane strategy, and swim where your brand has the space to glide, not struggle.