From 'who?' to hero: how Santander became king of the switchers
Rachel Baynes and John Crowther
This case study shows how Santander, a financial services brand, successfully challenged larger rivals in the current account market with an integrated campaign.
From "who?" to hero: how Santander became king of the switchers
Principal authors: Rachel Baynes, Santander; John Crowther, The Engine GroupContributing authors: Beatriz Balaguer, Carat; Louise Cook, Holmes & Cook; Grace Kite, Gracious Economics; Victoria Nicholson, Santander; Stuart Williams, The Engine Group
"Santander's recovery in the past couple of years has been one of the most successful brand building exercises of recent times.
Santander's success is chiefly down to two things – its easily understandable 1|2|3 account and its well-positioned advertising."
Stephan Shakespeare City AM 7.10.15
Challenger brands...