From 2017 to 2019, Mitsubishi Aircraft Corporation (MITAC) underwent a remarkable transformation—from an early-stage program facing skepticism regarding its viability, to a mature global original equipment manufacturer (OEM) with the vision and resources to compete with the world's foremost aerospace companies.

By early 2019, MITAC was ready to introduce the second aircraft in its product line, with a promise to deliver market-leading economics to airlines and transform the passenger experience. As MITAC prepared to make the move from a developmental to a commercial program, they needed to reset perceptions of both their company and product.

Edelman partnered with MITAC to create the Mitsubishi SpaceJet brand. The very premise of SpaceJet as a transformational product was rooted in a notion without precedent in regional aviation—that airlines can enhance profit by delivering an improved passenger experience that drives customer preference and loyalty.