Below is a link to an emerging story on the Boeing 737. Before profit, before before meeting delivery schedules–getting people home safely is the sole Boeing purpose and their painful brand promise. It drives the engineering, materials, testing, and of course certification teams–though it appears it did not drive everyone on the Boeing team.
Eventually it will become evident that the crashes were caused by a group of people who ignored Boeing’s purpose–breaking a painful brand promise. The cost of the breaking that promise is already being felt in Boeing’s financials, which have lost $40 billion in market capitalization. It will be felt in the amount of money Boeing will spend to reestablish their brand. Most notably, it will be felt in the victim impact statements–which no amount of money can fix. A painful brand promise broken.