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May 12, 2010


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Nice and informative story. Doing it this way will add great value to stories and, in my view, show respect for the readers who use their time to read your content

Russ Jefferys

Perfect example of what I'm trying to convey to a client: content on your website doesn't have to mean product imagery and spec.


Gerald J Leonard

This post really demonstrates how large corporations are putting the new rules of marketing and pr in to practice. More companies should follow Boeings example and humanize their brand


David, thanks for the write up. I learned a lot from speaking with you. And while it sounds corny, I truly believe we are fundamentally changing how Boeing communicates. We're treading carefully. We can't toss out decades of corporate culture overnight. But we are on to something exciting.

David Meerman Scott

@BoeingCorporate (Todd)

Thanks for jumping in. You are doing great work. I'm looking forward to seeing what else you create! David

David Gordon Schmidt

Todd: nice job on the new approach. Having worked many years to promote capital equipment manufacturing companies and their products, I can empathize with the corporate culture challenges. I'd be interested to know the relationship between the new, human-story home page strategy and goals to counteract troublesome industry perceptions due to the Dreamliner multiple delays, labor strikes, and supplier frustrations.


Great and much needed approach in today's economy and world. Making the corporate more human to which consumer can relate and feel part of. This makes me wonder about Lovemarks by Kevin Roberts. Another great informative post David.

Rob Leavitt

Thanks David, definitely a nice example of how big companies (or any, of course) can provide interesting content rather than the same old marketing fluff. Kudos to Boeing for trying something new here.

It will indeed be interesting to see if they can move more fully in the direction of truly providing useful and educational material to all their stakeholders on a consistent basis -- right now this looks more like a nice new add-on to a still fairly traditional approach. Hopefully they'll get great response internally and externally to keep going.

One small footnote: When you click on "News Features" in their Media section, the latest piece is a 2008 Year in Review. This is the kind of thing that undercuts the good first impression work of the new look on the home page. Overall, though, a great step in a better direction.

Talmadge Boyd

This does go to show that EVERY company is interesting as long as you focus on the human story and why that story can help the reader.

I do wonder why you've zeroed in on bringing journalists over from the dark side. Because Marketers promote too much? Because journalists can write?

Great bloggers have been providing multi-media content for quite some time without journalism degrees.

Don't get me wrong; I dig. Just wondering about the angle.

Account Deleted

Brand Journalism - nice new word in my dictionary of lingo's :)

Every company today wants to shift focus to humanize their approach to promoting their brand. Social Media gives a good headway to come closer to the customers and prospects and interact at a more personal and casual level, than boardroom talks. With the advent of podcasts, video share, blogs, and many other avenues for people to communicate, companies are understanding that if these mediums are used in the right manner, they could do wonders for the brand, without sounding pompous or narcissistic.

I talk about some ways in which the Social Media is effecting B2B businesses in the new world, and how Connection Mapping has emerged as the new darling in my post: http://bit.ly/cLwKjZ

Visit if you'd like to learn more about this and if you have time to spare.


Very good writeup. We have been trying this humanizing approach and have had a lot of success with it. We have seen a big jump in customer loyalty. Hopefully we are on our way to creating some brand evangelists. :)

Veronica Brown

What happens, though, when the news is bad, as with BP lately? Is it realistic to expect a marketer to be objective like a journalist, and not put on its happy face--as Boeing is fortunate to be able to do?

I think the standards of journalism will help B2B marketers think like publishers, as they must. But marketers can't, and won't, have the same objective standards as journalists, and the result is no different from what we have have always called "good B2B marketing content."

I blogged it here and linked to this post and the Boeing site: http://bit.ly/dzzpEb

David Meerman Scott


A few thoughts:

Journalists who write for mainstream publications must show both sides of an issue. But brand journalists do not. However both need to tell interesting stories that are true.

If a brand delivers news now--when times are good-- there will be goodwill built up for when times are bad.


Fred Kapoor

I couldn't agree more with @NicP, this adds value to the content the viewers read, and sharing valuable content makes the difference and it also shows respect for the reader.
thanks for sharing.


i think with time everyone advancing his strategies then why not Boeing. its a good step by them.

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