Usually when companies merge, they get right to work on rebranding. In the case of airlines, the combined entity’s new logo quickly finds its way onto repainted planes, restyled uniforms, and fresh airport signage. But after Avianca and TACA merged—each with its own rich heritage, culture, and business—we took our time. In fact, we waited more than three years to put a new face on the company.
A version of this article appeared in the September 2013 issue of Harvard Business Review.