1. Evaluate Boeing’s strategy for ‘Becoming One.’
2. Is the approach used by Boeing suitable for other companies, including B-to-C companies? Discuss.
3. What did Boeing’s team on brand identity come up with as the three elements they thought should be considered as making up ‘the company’s DNA’? Do you agree with their list?
4. Why did Boeing go to three outside groups (ad agency, design firm, aviation design consultant) to assist in developing ‘one brand’?
5. In very brief summary, what methods did the company use to get people to understand the branding strategy.
6. Do you think that it is really possible for a brand to help create a sense of camaraderie and shared purpose among employees? Why or why not?
7. What has been the reaction of the employees to the program?
8. Discuss any potential downside to such broad and strong branding.