Abstract:

This is the story of harnessing cultural diversity to bring meaning to LATAM Airlines. Many airlines represent a country, but representing the cultural diversity of a region or continent is fraught with challenges. Does Peru or Chile make the best Pisco Sour? Does Colombia or Brazil produce the best coffee? LATAM Airlines was born from the merger of LAN in Chile and TAM in Brazil in 2012. Whilst a great success, there were cultural differences, including different languages between the teams at LAN and TAM. In 2022, the LATAM Airlines team wanted to create a coherent brand to present to the world. Beyond its excellent punctuality record, LATAM was looking for meaning. In particular, the LATAM team wanted to know how to create a distinctively branded customer service.