A recent HBR article on the post-merger rebranding of two Latin American airlines — Avianca and TACA – made us sit up and take notice. Yes, the new red and grey uniforms and freshly painted aircraft were striking. The ad campaign was slick. But isn’t that what we expect from a major commercial company?
What really intrigued us wasn’t the re-brand, but the fact that it had been 3 years since Avianca acquired TACA. Three years of maintaining and paying for two brands in the market. That’s unusual. (more…)