Boeing brand

Tom Dougherty, CEO – Stealing Share

19 June 2019

Boeing brand suffering from inaction

The Paris Air Show represents the aviation industry’s Super Bowl of sorts. And it seems to be going pretty well for Airbus at the expense of the Boeing brand. Airbus has taken a number of orders for its new A321XLR, while the impact of the Boeing 737 MAX crashes continue to plague its brand.

For example, American Airlines has become the first US carrier to order the new Airbus plane with an order of 50.

Boeing brandI do find it a bit odd that American is the first US carrier to buy a plane manufactured by a European company. It probably shouldn’t surprise me so much considering that American is a global airline.

But does the order have anything to do with the 737 MAX crashes and the subsequent mishandling of addressing the issue by the Boeing brand? So far in Paris, Airbus orders are outpacing those of Boeing, and Airbus says it has more to come.

Boeing brand now means inertia

Boeing grounded its 737 MAX fleet after two crashes were caused by the same issue. This is an issue that, according to many, was well known before the crashes occurred. Yet Boeing drags its feet and deflects blame, causing more damage to the Boeing brand. When, in actuality, it should just recognize the issue, deal with it and move on.

“Clearly, Boeing has a trust issue coming from the 737 catastrophes. An issue, if the Paris Air Show is any indication, that continues to tarnish the Boeing brand.”

Carriers are grounding their 737 fleets and offering customers refunds for scheduled 737 flights. Airlines are paying for Boeing’s inaction.

And, when you think about it, the lack of action from Boeing contradicts how we usually think of the Boeing brand. It means big, powerful and driving the forces of the industry.

Now, the Boeing brand means inertia.

Globally, Boeing has many more planes in the air than Airbus. But that’s changing this year. I don’t know if that has anything or everything to do with the 737. But I do know that if it quacks like a duck, it probably is one.

Clearly, Boeing has a trust issue coming from the 737 catastrophes. An issue, if the Paris Air Show is any indication, that continues to tarnish the Boeing brand.

See more posts in the following related categories: airline branding

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