How Santander brought to life its promises around prosperity

Santander already had a strong sense of what its purpose was, but it needed a deeper understanding of consumers in order to be able to bring this to life in a more meaningful way in its brand communications and in-branch experience.

Banking customers, you might well think, determine which brand to sign up with and which products to use based on which will cost them the least or make them the most money.

But Santander has discovered that banking decisions are not always entirely based on terms of service or interest rates, because what money and wealth mean to people is often far removed from the numbers in their bank balance.

The importance of brand

Kantar BrandZ research shows that consumer decision-making in the banking category is almost 54% driven by brand rather than by price – around the same as...

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