Executive Summary

This is a true story of bravery

It is a story of how, in the face of challenging market conditions, an ill-defined internal culture and a demotivated workforce, a global brand pulled itself together to make the whole greater than the sum of the parts.

And the parts were significant. A company made up of global brands in their own right, like British Airways World Cargo and Iberia Cargo. This was a bold move, removing some of the world's largest brands and replacing them with an unknown, all with the aim of communicating something far greater.

At the start of 2018 IAG Cargo was a corporate entity, not a brand. It had been formed out of the merger of five airlines' freight operations. Each airline had its own systems, processes and identities. Clients were unfamiliar with the brand and what it could offer them. And the workforce remained understandably loyal to their former airline brands.

However, IAG Cargo had immense strengths. Its new scale made it the freight carrier that could reach parts other freight carriers couldn't reach. Furthermore, with one unified brand, it would be easier to cross-sell the new routes and services the merged company could offer.