President Trump floated that a fix and a "REBRAND" could save Boeing's embattled 737 MAX plane in a Monday morning tweet.
"What do I know about branding, maybe nothing (but I did become President!), but if I were Boeing, I would FIX the Boeing 737 MAX, add some additional great features, & REBRAND the plane with a new name. No product has suffered like this one. But again, what the hell do I know?"
The big picture: As Axios' Andrew Freedman noted, the problems for Boeing go well beyond a financial hit, which could ultimately come in between $1 to $2 billion. The aircraft maker, which has a strong reputation among pilots at Boeing-centric airlines, could face industry backlash and a damaged reputation after its use of the MCAS software system that led to two 737 MAX crashes.
Details: Airlines are planning for a lengthy grounding as Boeing and the FAA work to re-certify it as safe to fly. Southwest and American Airlines have each canceled their 737 MAX flights through August, indicating they do not expect the plane to resume flights anytime soon.
