On January 16th, 2003, the Columbia space shuttle mission launched. After liftoff large chunks of spray-on foam insulation (SOFI) broke off from an external tank and struck the left wing. As a result Columbia and its seven crew members were orbiting Earth with possible wing damage. Would Columbia survive re-entry into Earth’s atmosphere or would the wing damage cause the spacecraft to be torn apart?
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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