Positioning Orchestration for a Global Leader
Situation
Despite being the world’s largest aerospace, defense technology, and aircraft manufacturer, Boeing’s image was dependent on its success or failure in commercial aircraft. Furthermore, numerous internal divisions and acquired brands created a complex company landscape.
Positioning Strategy
We worked to organize internal communications groups around the recommendation that Boeing should be positioned as “The Global Leader in Aerospace.” No single competitor can match this level of dominance, and no single Boeing division can make that claim alone.
Results
The positioning strategy encouraged companywide understanding that Boeing is collectively greater than any of its individual businesses. Internal commitment to this positioning enabled Boeing to coordinate communication efforts, resulting in greater impact among critical audiences.
