Boeing Doesn’t Need A Tylenol Comeback, It Needs A Boeing Comeback
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Boeing doesn’t need a Tylenol comeback. It needs a Boeing comeback.
The Boeing 737 Max crisis has taken an extraordinary toll on the aviation community. No one can bring back the lives of those lost in the Lion Air and Ethiopian Airline crashes. The 737 Max is entering a second year of being grounded, and there is no set date for the FAA to recertify the plane as safe to fly.
The aftermath, investigations and lawsuits have cost the Boeing CEO and other executives their jobs, indicating that the company’s culture needs a makeover. The company recently appointed a new communications chief, apparently getting ready for a communications offensive.
Once the planes are cleared to fly passengers, commentators have suggested that Boeing needs a Tylenol-type marketing and PR comeback, creating a 2020 playbook that mirrors Johnson & Johnson’s moves during the tampering crisis in 1982.
As someone who worked closely with the senior J&J team, including CEO James Burke, during the Tylenol response and restoration of consumer confidence, I can offer perspective and advice. Bottom line: Write your own story based upon today’s facts and situation. Don’t try to duplicate a one-of-a-kind scenario. If there is one thing to borrow from J&J, the manufacturer and the airlines flying the troubled plane must continually communicate sincerity and focus on regaining trust from employees and customers.