Case Study: Boeing strengthens its global aerospace brand with Vivaldi

Using Brand Identity To Take An Aerospace Brand To New Heights

Boeing, the global aerospace and technology leader, faced a branding challenge: its aircraft business overshadowed its broader engineering, defense, and technology capabilities. Vivaldi was brought in to develop a unifying corporate brand vision, identity, and positioning strategy that would better present Boeing as a global aerospace company.

Vivaldi implemented an inside-out brand strategy built on employee research, executive workshops, brand architecture work, and a long-running advertising campaign. The results were strong: within six months, Boeing’s quarterly earnings rose more than 25% and “high potential” employee retention increased 76%, helping Boeing regain market leadership by 2006 and sustain the brand framework for 15 years.

Boeing