Brand Tone

Proud & Passionate, Authentic & Official, Inspiring & Innovative, Enthusiast-Focused, Quality-Oriented

Brand Values

• •Heritage & Legacy
• •Innovation & Technology
• •Quality & Excellence
• •Authenticity
• •Passion for Aviation
• •Customer Focus/Service

Best Practices

• •Embrace Aviation Terminology (Authentically): Use language that resonates with aviation enthusiasts (e.g., "precision," "aerospace-grade," "flight-tested inspiration") but avoid overly technical jargon for general apparel or gifts.
• •Highlight Heritage and Innovation: Consistently weave in elements of Boeing's rich history and its role in pioneering aviation and space technology. This reinforces the value and story behind the products.
• •Focus on Quality and Authenticity: Use adjectives that convey craftsmanship, durability, and the official nature of the merchandise. Words like "genuine," "official," "high-quality," and "collector's edition" are key.
• •Inspire Passion and Pride: Write copy that evokes the excitement and wonder of flight. Connect owning the merchandise with a sense of pride in Boeing's achievements and a passion for aviation.
• •Maintain a Professional yet Enthusiastic Voice: While the parent brand (Boeing) maintains a very corporate and professional tone, The Boeing Store can lean more into enthusiasm and passion for its products, while still upholding the professionalism associated with the Boeing name. Avoid overly casual or slang terms.

Social Perception

Positive for Merchandise Quality & Uniqueness, Seen as a "Legend" Brand Extension, Concerns about Price/Value, Association with Boeing Corporate Image, Niche Appeal

Copy Examples

• •Own a piece of aerospace precision. Our new [Aircraft Name] scale model is crafted with the same attention to detail that defines Boeing engineering. Bring legendary innovation home.
• •Wear the legacy. Our Heritage Collection tee features iconic designs from Boeing's pioneering past. Authentic style, inspired by decades of flight.
• •Engineered for your journey. Just as Boeing connects the world, our travel gear is designed for durability and discovery. Adventure with confidence.
• •Inspire the next generation of innovators. Our STEM & Flight Discovery toys spark curiosity and a passion for the wonders of aerospace. The future takes flight here.
• •The Boeing Store: Authentic Apparel, Collectibles & Gear. Fueling your passion for flight with official merchandise inspired by a century of aerospace innovation.