If a lot of effort wasn’t put into it, this amazing Netflix documentary would have been named something else.

The multiple crashes of Boeing’s 737 MAX aircraft have wreaked havoc for the American aircraft manufacturer.

If you think of a name for this series, options that might quickly come to mind could be ‘Crashing Boeing’, ‘Mad Max’, etc.

However, the creators of the series came up with a brilliant name – Downfall – and it is brilliant because:

1. It describes what the series is about and what happened to Boeing in just one word
   
2. It describes both, the situation of the brand, as well as the falling down of its aircraft
3. Its name is an abstract concept – of a downfall – and doesn’t have the brand’s name, main verb, or incident mentioned in it
4. Its tagline builds the rest of the case by pointing to the case that is being built against the brand
5. It’s brilliant because the creators had to intentionally think about this name, since it’s clearly not one that is on the tip of your tongue when you think about Boeing and its crashes