How an online community helped Santander Bank build its brand
Stephen WhitesideWarc
Santander is a banking giant, with more than 14,000 branches and 100 million customers globally. But despite the company's enormous scale, the success of its fledgling US business may well depend on the views of a few hundred web users spread across the country.
Although Santander acquired Sovereign Bank, which runs 700 branches in ten (mainly Northeastern) states, in 2009, the Spanish enterprise only officially launched its brand in America on October 17, 2013 – an effort supported, among other things, by a multimedia marketing campaign, a...