Is your brand being made a 'Titanic' in the marketplace?

No, the analogy is not about failed attempts at invicibility. It's about back-tracking on the invincibility.

The Titanic's claim wasn't an empty one. It was backed by solid technology. If it were to hit something that broke the outer shell, the bottom of the ship was compartmentalised in a way that the incoming water would be passed through all compartments, ultimately levelling across the bottom and not pulling the ship down to the bottom of the ocean.

Thus, even if it gets hit, the ship keeps moving.
Most successful brands have such differentiating features - patented technology, outstanding service, or even lowest-priced in the market.

But what happens when these brands hit an iceberg?

Is the differentiation well established among its prospective customers?
Is it well communicated through the sales and distribution channels, so that the team can truly survive the hit and simply continue on its path?

Or does it drop that great feature and become a copy of its competitor, only to fasten the sinking process?