TAM - Brazilian passion for customer service excellenceDoes the character of a people determine a nation’s image or is it the nation’s (self)image that influences how the people act? If you are Italian, you are emotional. TheEnglish are supposedly polite with a dry sense of humour. And the Brazilians are knownas open andpassionate.As a Brazilian carrier, TAM didn’t escape the national image andbrand values. It’s certainly in line with the more personal approach big business isadopting nowadays.We met Libano Barroso, CEO of TAM, in São Paulo to discuss this national influence. “It’sstrange how it works” Libano starts. “On a personal level, stereotyping is frowned upon.Yet look at any national flag you know, and you immediately form a picture of the nationand the underlying people, whatever your sensibilities. It’s the same with companies –after all, that’s what branding is all about. British Airways is very British. Alitalia hasperhaps more of an ebullient approach. And TAM is expected to be open and passionate.” TAM is no exception to the rule of course. Yet the carrier is changing and updating itsimage more in line with sector developments and the associated competition. So what’s itall about?