There are myriad grave concerns following the catastrophic losses of not one but two of Boeing’s prized 737 MAX planes over a short period of time under suspiciously similar circumstances. Branding part first, and this one is easy: Boeing’s MAX brand—and it is a brand— should be retired forever. I define the term “brand equity” through the same simple formula that accountants use to define financial equity:Assets – Liabilities = Equity. 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. And no technology launches anonymously; we must always design great brands along with great products, as brands are crucial drivers of consumer adoption and loyalty.

Source: Forbes March 15, 2019 16:02 UTC