Successful branding results in preferences, Seth Godin, marketing guru explains; "Be the best in my world and you have me, at a premium, right now. Best is subjective. I (the consumer) get to decide, not you. World is selfish. It's my definition, not yours. It's the world I define, based on my convenience or my preferences".This is exactly what aircraft manufacture Boeing aims for with the launch of the Dreamliner 787. The entire design of the Boeing Dreamliner 787, has been built with the primary reason to increase the passenger comfort and to make the consumers to want to ride on their airplanes.