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Boeing taps employees to convey unified brand

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Chicago—When global aerospace company Boeing Co. last year launched a branding campaign to bolster its image, it put its most valuable assets at the forefront—its employees.

“We’re putting our employees in front of our products rather than making our products the heroes,” said Fritz Johnston, Boeing’s VP-brand management and advertising, in a speech Thursday to the Chicago chapter of the Business Marketing Association.

The inspiration for the TV campaign, created by Draftfcb, was Boeing’s mantra “One brand. One look. One company,” Johnston said. Each of the spots ends with the phrase “That’s why we’re here.”

Johnston said the casting of employees from around the globe helped convey the company’s unified brand image. “By working as one, you can change the way you present yourself to customers while reducing costs,” he said.

The campaign was successful, Johnston said, as 65% of consumers surveyed said the ads demonstrated Boeing employees’ commitment.

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