Boeing reinvents itself
Using brand building as a strategic tool in the transformation of an industry giant
Anne C. ToulouseThe Boeing Company
In the mid1990s, The Boeing Company found itself at a crossroads. The company's close ties to airlines commercial aircraft accounted for as much as 80 percent of its revenues made the company vulnerable to downturns in the aviation industry. Boeing was recognized as a great brand, but, in the new global economy, there were signs it was losing relevance. Chairman and CEO Phil Condit saw the time was ripe for transformation.
In response to...