Goodbye Lan, Hello LATAM?

Old Aug 6, 15, 7:59 am
  #1  
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Goodbye Lan, Hello LATAM?

Lan just announced on twitter:

LAN and TAM have joined to create a new airline: LATAM! Check out our logo! #buildingLATAM https://twitter.com/lanairlinesusa/s...89268574322688
and attached the new logo (which I think it's horrible and looks like from the 80's)



What do you guys think? I like LAN's current image/branding, there was no need to change it.
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Old Aug 6, 15, 8:22 am
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:(

Really hideous...
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Old Aug 6, 15, 8:23 am
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Originally Posted by fmisle View Post
(which I think it's horrible and looks like from the 80's)
Unfortunately I have to agree...
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Old Aug 6, 15, 8:48 am
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Actually not too bad - have a look at the corporate video..

I can see where the 80s comment comes from but actually I like it....perhaps after seeing the video you may soften a little. I think it's very professionally done...


GD

ps when is the direct LHR to LIM flight going to start???
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Old Aug 6, 15, 8:53 am
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I think the existing LAN logo looks simple and elegant. This new thing? Wow ... and not "wow" in a good way.
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Old Aug 6, 15, 9:21 am
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The just released another version on Twitter, with a darker background color.

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Old Aug 6, 15, 12:47 pm
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Is there guidance on how we should pronounce it?
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Old Aug 6, 15, 1:03 pm
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Originally Posted by OskiBear View Post
Is there guidance on how we should pronounce it?
The sound in Portuguese is something like "La" from Laredo and "Tam" from Tampa.
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Old Aug 6, 15, 2:55 pm
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What about LANPASS? Will that become LATAMPASS? That sounds too much like a program that ensures you get the dreaded TSA "SS" screening when flying from LA (either Los Angeles or Louisiana) to TAMPA.

Last edited by sdsearch; Aug 6, 15 at 6:44 pm
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Old Aug 6, 15, 3:05 pm
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People, especially FTers always seem to have an attachment to their brands and associated liveries, so I don't doubt that people will not like the new brand and then I guess time will tell if it grows on everyone or not

But wow, how much brand value is LATAM pissing away by giving up the LAN and TAM brands? And how much is the rebranding exercise going to cost? Just imagine, ever single shelf wobbler in every single LAN and TAM outlet.
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Old Aug 6, 15, 3:46 pm
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Originally Posted by JohnnyColombia View Post
But wow, how much brand value is LATAM pissing away by giving up the LAN and TAM brands? And how much is the rebranding exercise going to cost? Just imagine, ever single shelf wobbler in every single LAN and TAM outlet.
The choice of name wouldn't bother me either way, but I would have thought that having spent years building the LAN brand as a local brand in five countries (not to mention wide knowledge of the brand across the rest of the region), they would have been inclined to stick with it. Now, they'll have to spend more time and money educating the public as to who they are. Given the financial issues facing the company (namely, the rapidly weakening local currencies vs. the USD), is this really a wise use of money they don't have?

Just thinking about the US mergers of the past decade, none adopted a new name -- they all stuck with the stronger of the known brands: Delta, AA, United, and Southwest. Even Avianca decided to retire the Taca name and keep Avianca as the unified brand rather than come up with something new.

Last edited by DarrenChannel; Aug 6, 15 at 3:51 pm
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Old Aug 6, 15, 3:57 pm
  #12  
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Originally Posted by sdsearch View Post
What about LANPASS? Will that become LATAMPASS?!
Nope. Even with the travel experience rebranding the loyalty programs remain independent. http://blog.wandr.me/2015/08/lan-tam...remains-split/ (link to my blog; disclosed per FT rules)

I'm in GRU now, headed back to NYC tonight after having attended the launch event this morning. Happy to try to answer other questions if anyone has them.
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Old Aug 6, 15, 4:05 pm
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Originally Posted by sbm12 View Post
Nope. Even with the travel experience rebranding the loyalty programs remain independent. http://blog.wandr.me/2015/08/lan-tam...remains-split/ (link to my blog; disclosed per FT rules)

I'm in GRU now, headed back to NYC tonight after having attended the launch event this morning. Happy to try to answer other questions if anyone has them.
That woman standing next to Enrique Cueto. Is it a LATAM executive or is it Roberta Sá?
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Old Aug 6, 15, 5:00 pm
  #14  
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Originally Posted by HMO View Post
The sound in Portuguese is something like "La" from Laredo and "Tam" from Tampa.
I was wondering about the pronunciation, too!

It doesn't exactly roll off the tongue.

I would have preferred it if they just called the whole airline "LAN," but they didn't ask me. I'm glad the US airlines didn't feel the need to become ContinentalUnited or NorthwestDelta or USAmerican.

It seems like the changes don't hit until 2016. I guess I'll enjoy my last LAN flights this fall.
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Old Aug 6, 15, 5:11 pm
  #15  
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Whatever the standard pronunciation may be, I'm sure the Argentinos (and some of the Uruguayos) will put the accent on the syllable opposite of the rest of the Spanish-speaking world.
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