The 2 tragedies with the Boeing 737 MAX raise weighty issues as they pertain to brands and innovation
prized 737 MAX planes over a short period of time under suspiciously similar circumstances. Most of the public dialogue has related to matters of airworthiness and the authorities whose purpose is to regulate such things.
I define the term “brand equity” through the same simple formula that accountants use to define financial equity:One of the key elements of a brand’s “assets” is awareness. Certainly the awareness of MAX is now extremely high. But the reputational liability is massive. By this math, the MAX has negative value, perhaps even so deeply in the red that it places the core “BOEING” and “737” parent brands at risk by association.
Of course this transition out of MAX as a brand should take place discretely and tastefully over time, and not be announced with fanfare The replacement name and nomenclature should leverage the significant positive equity that remains in the brand of the 737, a fantastic airplane for generations.By all accounts, the MAX is an extraordinary achievement in vision, technology and design: a contemporary wonder.
The twin tragedies also provide a sobering reminder that the precepts of rapid experimentation and “failing fast”—exalted in innovation circles—do not broadly apply to all industries. and one of the most successful restaurateurs of all time. The right time to open a restaurant to the public, he said, is when you think the prototype is “about 70% right.” Why not 100%? It’s impossible to know exactly what will work until paying customers walk through the door.
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U.S. says Boeing 737 MAX 8 airworthy but says Boeing will make design changesThe United States told international carriers on Monday that the Boeing 737 MAX ...
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Southwest says it remains 'confident' in its fleet of Boeing planes after Ethiopia crashSouthwest Airlines Co. expressed confidence in its Boeing Co. aircraft and said has no plans to change operations in the wake of a deadly crash involving a 737 Max 8 aircraft in Ethiopia. But shares of the airline fell over 3% in premarket trading, alongside a nearly 9% drop in Boeing shares. "As Southwest operates a fleet of 34 Boeing 737 MAX 8 aircraft, we have been in contact with Boeing and will continue to stay close to the investigation as it progresses," said a spokesman for the company. Ethiopian Airlines Flight 302 crashed shortly after takeoff from the capitol of Addis Ababa, killing all 157 people on board. It's the second deadly accident involving Boeing's popular 737 Max 8 in six months, with the last occurring in October when an Indonesia Lion Air jet crashed into the sea, killing all 189 on board. China's civilian aviation authority has ordered all airlines to ground those Max 8 planes, while Ethiopian Airlines has grounded its entire fleet of those planes. "We don't have any changes planned to our operational policies or procedures," said the Southwest spokesman. Losses for Boeing drove a 170-point drop in Dow futures.
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Boeing shares fall after second deadly 737 MAX 8 crashShares of Boeing Co slid 9 percent in early trading on Monday as many airlines g...
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Chinese carriers, Ethiopian Airlines suspend use of Boeing 737 MAX 8 aircraft after crashChina's aviation regulator on Monday grounded nearly 100 Boeing Co 737 MAX ...
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Boeing faces safety questions after second 737 crash in five monthsBoeing's bestselling passenger jet is facing increased scrutiny after being involved in two deadly crashes in less than five months, threatening to tarnish the US plane maker's reputation for safety.
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Boeing shares fall sharply after second deadly 737 MAX 8 crashShares of Boeing sank as some airlines grounded the planemaker's best selling 737 MAX 8 passenger jet following the second deadly crash involving the plane.
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Boeing says has no new guidance for 737 MAX 8 operatorsBoeing said on Monday the investigation into the Ethiopian Airlines crash is in ...
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Airlines ground Boeing 737 MAX 8 planes after crash'Alarms should be and going off all through the aviation industry,' says transportation analyst MarySchiavo on the Ethiopia Airlines crash. She says the US should ground Boeing 737 MAX 8 planes for now. 'Everybody should... Boeing should take the lead.'
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