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.
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Research Papers
The LATAM Airlines Story
Catalogue: Congress 2024
Authors: Fiona Blades, Javier Reyes, Andre DAbreu
Companies: MESH Experience, LATAM Airlines Group
January 1, 1970
Research Papers
Redesigning a brand tracker
Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Marcello Garritano, Priscila Tavares
Company: MESH Experience
March 15, 2018
Research Papers
Monetising NPS to drive investments in CX
Catalogue: Latin America 2020 - Insights Festival
Authors: André D'Abreu, Heitor Torres, Dana DiGregorio, Shane Baxendale
Companies: MESH Experience, LATAM Airlines Group
October 19, 2020
