Brand Guide
1/12/26 Revision
Introduction
This guide defines how Somma is described, positioned, and communicated across all channels. It is designed to create clarity, consistency, and confidence for both internal teams and guests.
This guide reflects lived data, guest behavior, and internal alignment, not aspiration alone.
What Somma Is (Our Internal Truth)
Somma is a premium, hosted cruise experience designed for guests who value music, travel, and community, but prefer a calmer pace, more space, and a more intentional environment.
Somma exists alongside the Dave Koz & Friends at Sea Cruise. It does not replace it.
Somma offers depth where the flagship offers scale.
Somma’s Strategic Role
Somma serves as:
• A refined alternative within a trusted cruise brand ecosystem
• A depth-focused experience for guests who want ease, space, and intimacy
• A pressure release for guests who love the flagship but want a different rhythm
• A longevity path for an audience that values comfort without sacrificing quality
Somma is not designed to compete with the flagship cruise on energy, volume, or spectacle.
Audience Reality (Based on our Data)
All current Somma guests are past or concurrent Dave Koz & Friends at Sea cruisers.
This means Somma guests:
• Already trust the host and the organization
• Are not discovery-stage buyers
• Are comparing Somma to something they already love
• Need help translating difference, not justification of value
Somma messaging should assume familiarity, not introduce from scratch.
Internal Team Alignment Snapshot (Jan 2026)
This section synthesizes the most recent internal survey. It’s included to reduce drift and make points of agreement explicit.
How the team describes Somma today
Most-selected descriptions:
• Premium alternative within the Dave Koz ecosystem
• Quieter, more spacious evolution of the cruise experience
• Music-led with elevated amenities, often paired with wellness or lifestyle elements
Notably, the team does not view Somma as a fully separate brand with a different purpose and audience.
What guests should reasonably expect (strong agreement)
Top expectations consistently selected:
• More personal space and fewer crowds
• High-end dining and service
• Deeper connection with artists
• Slower pace and time to rest (frequent)
Near-unanimous “not this”:
• Constant entertainment and energy (explicitly rejected)
Dave’s role (where nuance must be handled carefully)
Two dominant views exist:
• Dave is led/featured similarly to the main cruise (majority)
• Dave is host and curator, not the constant focus (meaningful minority)
This brand guide resolves the tension by defining Dave as host, curator, and trust anchor while keeping Somma’s promise focused on the overall experience.
Voice words the team repeats
Most consistent tone signals:
• Elegant
• Intimate
• Luxurious
• Inviting
Marketing approaches the team prefers
Strongest alignment:
• Personal invitations (video, first-person)
• Visual storytelling
Red lines:
• Scarcity/FOMO language
• Hard-sell urgency
What Guests Should Expect
Based on internal survey data, guest feedback, and onboard reality, Somma guests should reasonably expect:
• More personal space and fewer crowds
• A slower, more breathable pace
• Intimate music performances and closer access to artists
• High-end dining, wine, and attentive service
• Time for rest, reflection, and conversation
• Thoughtful talks, workshops, and guided moments that add depth to the experience
These non-performance moments are an intentional part of Somma. They help guests engage not just with the music, but with ideas, culture, travel, and one another.
Guests should not expect:
• Constant entertainment or nonstop activity
• Festival-style scheduling
• Large-scale crowds or long lines
Relationship to Dave Koz
Dave Koz is the host, curator, and trust anchor of Somma.
His role is to:
• Establish confidence
• Provide continuity from the flagship experience
• Set tone and intention
• Personally invite guests into the experience
Somma is not positioned as a cruise where Dave is the constant center of attention.
The experience stands on its own, supported by Dave’s presence and taste.
Brand Voice
Somma’s voice should feel:
• Intimate
• Elegant
• Luxurious
• Inviting
Tone principles:
• Calm, never urgent
• Confident, not promotional
• Warm, but not casual
• Premium, without being exclusive or cold
Avoid:
• Hype-driven language
• Party or festival framing
• Aggressive sales language
• Overuse of urgency or scarcity
Language that damages trust (internal pattern)
Avoid language that feels:
• Sales-y or transactional ("book now", "limited spots")
• Exaggerated or vague ("best ever", "incredible" with no specifics)
• Status-driven or elitist (implies superiority or exclusion)
• Generic cruise boilerplate (feels copy-paste)
Use language that is:
• Specific and sensory (what it feels like)
• Grounded (what’s true onboard)
• Warm and human (invitation over persuasion)
Message Hierarchy
Always lead in this order:
What the experience feels like
How Somma is intentionally different
Dave’s role as host and curator
What’s included and where it goes
Details should support the experience — not replace it.
Expectation Match Rule
Before publishing any message, ask:
“If someone chooses Somma because of this, will the onboard experience meet or exceed what we’ve implied?”
If the answer is unclear, revise.
This rule supersedes creative preference.
Practical guardrails (from the internal survey)
Be careful not to overstate:
• Port experiences as guaranteed “exclusive” or “exceptional” at every stop (conditions vary)
• Somma as nonstop VIP spectacle or constant curated activity
• Somma as "just like" the big cruise (it shares trust and essence, but differs in pace and scale)
Visual Direction (High Level)
Somma visuals should emphasize:
• Space and calm
• Real guest moments
• Beautiful environments
• Intimate performance settings
Avoid:
• Crowded scenes
• High-energy party imagery
• Stock luxury visuals that don’t reflect reality
What Somma Is Not
Somma is not:
• A louder or bigger version of the flagship
• A generic luxury cruise
• A festival at sea
Relationship to the Flagship (Internal Alignment)
Dave Koz & Friends at Sea = celebration at scale
Somma = depth with intention
Neither is better. They serve different guest needs, at different moments, within the same trusted ecosystem.
Protection boundaries
Somma should not be described as:
• “The same cruise on a smaller ship”
• A substitute for the flagship experience
• A music festival at sea
• A party-forward, nonstop activity experience
Conversely, the flagship should not be described in language that implies:
• Quiet, restful, slow, or mellow as the primary promise
• Elite exclusivity
Approved Language Bank
This section exists to speed decisions and protect trust. If language falls outside the approved column, it should be reviewed before use.
Approved phrases (use freely)
“A calmer, more spacious evolution of the Dave Koz cruise experience.”
“Designed for guests who value space, ease, and intentional connection.”
“A premium, hosted experience with a slower, more breathable pace.”
“Intimate performances and meaningful time with artists.”
“High-end dining and service in an unhurried environment.”
“Depth over density.”
“Less rush, more room.”
“Hosted and curated by Dave Koz.”
“Music, travel, and community — without the crowds.”
“An experience for guests who prefer quality of moments over quantity of events.”
These phrases reflect lived onboard reality and tested internal alignment.
Phrases to avoid (do not use)
“A music festival at sea.”
“Just like the Dave Koz cruise, but smaller.”
“Nonstop entertainment.”
“The best cruise ever.”
“Once-in-a-lifetime experience.”
“Limited spots — book now.”
“VIP-only luxury.”
“High-energy, action-packed.”
“Exclusive elite experience.”
Generic cruise boilerplate that could apply to any ship.
These phrases create expectation mismatch, pressure, or brand confusion.
Positioning Boilerplates
Use these as drop-in descriptions across web, email, video, PR, and partner materials. Do not improvise outside these without review.
25-word version
Somma is a unique cruise experience designed for guests who value space, ease, and intimate music moments over crowds and constant activity.
50-word version
Somma is a premium, hosted cruise experience curated by Dave Koz for guests who prefer a calmer pace, more personal space, and deeper connection. It blends intimate music performances, high-end dining, and beautiful destinations in an environment designed for ease, intention, and meaningful moments.
100-word version
Somma is a premium, hosted cruise experience curated by Dave Koz for guests who want something more intentional. Designed for those who value space, ease, and depth over crowds and constant activity, Somma combines intimate music performances, high-end dining, and thoughtfully chosen destinations. The experience is calm, spacious, and unhurried, creating time for meaningful connection with artists, fellow guests, and the places visited. Somma is not about doing more — it’s about experiencing things more deeply.
Somma vs Dave Koz & Friends at Sea (Internal Alignment Table)
This table exists to prevent confusion, protect both brands, and guide clear communication.
Dimension
Core promise
Pace
Scale
Programming
Music experience
Dave’s role
Community
Guest mindset
What guests should not expect
Somma
Depth with intention
Slower, breathable, unhurried
Smaller, more spacious
Fewer, more intimate moments
Intimate performances, close access
Host, curator, trust anchor
Personal, conversational, intimate
Quality of moments
Crowds, lines, constant energy
Dave Koz & Friends at Sea
Celebration at scale
High-energy, full days and late nights
Large-scale, high-density
Packed schedules, nonstop activity
High artist density, festival feel
Constant presence and central figure
Large, communal, celebratory
Quantity of experiences
Quiet, rest-first experience
How This Guide Is Used
This guide is a working reference.
It is used to:
• Align marketing, email, web, and video
• Approve messaging decisions quickly
• Train advisors and partners
• Reduce internal drift and re-litigation
It will evolve based on guest feedback and performance data.
Visual Direction — Do / Don’t (Internal)
This section exists to remove subjectivity from visual decisions.
Do use visuals that feel:
• Spacious and breathable
• Calm and intentional
• Real guest moments over staged luxury
• Intimate performance settings
• Natural light, soft contrast, warm tones
• Movement that feels unhurried
Avoid visuals that feel:
• Crowded or chaotic
• Party-forward or nightlife-heavy
• High-energy festival scenes
• Generic luxury stock imagery
• Flashy graphics or aggressive motion
If an image could easily sell a different cruise, it does not belong here.
How to Talk About Somma (For Non-Marketers)
Use this section if your role is operations, partnerships, ship staff, or leadership.
The simplest way to explain Somma
“Somma is a premium, hosted cruise designed for guests who want more space, a slower pace, and a deeper, more relaxed experience with music and travel.”
If someone asks how it’s different from the big cruise
“Both are hosted by Dave Koz. The big cruise is about celebration and energy at scale. Somma is about ease, space, and intention.”
What not to say
• It’s the same cruise, just smaller
• It’s more exclusive or elite
• It’s nonstop luxury or VIP treatment
If you’re unsure what to say, describe how it feels rather than what it includes.
Dave Koz & Friends at Sea — Brand Guide (Snapshot)
This section exists to protect the flagship brand while Somma grows.
What this experience is
Dave Koz & Friends at Sea is a high-energy music cruise built around celebration, connection, and community at scale.
It is designed for guests who:
• Love packed schedules and constant activity
• Enjoy discovering many artists in a festival-like environment
• Value tradition, familiarity, and shared rituals
• Return year after year to reconnect with their community
Core brand traits
• Energetic
• Inclusive
• Celebratory
• Communal
• Familiar
What guests should not expect
• A quiet or rest-first experience
• Significant downtime
• Small-scale intimacy as the primary promise
Protecting this clarity ensures Somma does not dilute the flagship — and vice versa.
Leadership One-Page Summary (Internal)
Somma is not a cold-start brand.
All current guests come from the Dave Koz & Friends ecosystem. The challenge is not awareness or interest. it is helping guests confidently translate a trusted experience into a different, more intentional format.
Somma succeeds when positioned as:
• A premium evolution within a trusted ecosystem
• Calm, spacious, and unhurried by design
• Hosted and curated by Dave Koz
• Clearly not for everyone
The flagship cruise remains the celebration-at-scale anchor.
Somma provides depth, longevity, and a future-facing option for guests whose preferences are evolving.
Clarity — not pressure — is the growth lever.