Boeing reinvents itself

Anne C. Toulouse

This paper describes how Boeing has applied branding principles to the aerospace industry. For Boeing, brand building involved corporate reorganisation as well as, the more familiar, integrated marketing communications.

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.

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