Over the past 25 years, the world has undergone seismic shifts, fundamentally altering how businesses operate and engage with consumers. In this context, Santander’s journey stands as a testament to resilience, innovation, and leadership.

To appreciate the extent of Santander’s evolution, one must first understand the broader context of the past quarter-century. Digital revolution has completely transformed how we live, work, and interact. Consequently, marketing and branding have changed as well.

“We’ve had to learn how to earn the right for consumer’s attention, to learn how to have a two-way conversation with consumers, learn how to face their public feedback”, according to Nathalie Picquot, Director of Corporate Marketing, Brand Experience and Digital Engagement at Santander. “On other hand, these changes have opened many exciting opportunities for us. By utilizing advanced data analytics, we’ve been able to get to know our audiences better, offering more personalized services and tailoring our message through improved targeting.”

“By utilizing advanced data analytics, we’ve been able to get to know our audiences better, offering more personalized services and tailoring our message through improved targeting.”

Nathalie Picquot, Director of Corporate Marketing, Brand Experience and Digital Engagement, Santander

One brand for a new competitive landscape

In the financial services sector, the rise of neobanks, fintechs, and tech giants has intensified competition. These new players, often less regulated and nimbler, deliver intuitive digital experiences that raise the bar for traditional banks. Santander started developing a global brand in 2004, boosting a global brand awareness via significant sponsorship platforms like Formula 1 and European and Latin American football. More recently, to accompany the bank’s transformation as it becomes more digital and focuses on being best-in-class, the Group has also worked on further strengthening the global brand by developing a common narrative, common tag line and common brand experience.

“Today, in addition to sharing the same logo, we share the same culture, the same strategy, a common positioning, and a common claim. And we are working on ensuring a common best in class customer experience that is coherent with all of this. Where we are today, One Santander, didn’t happen overnight. It has been on a journey for the whole Group and the brand has played a key role in it”, assures Nathalie Picquot. This cohesion has strengthened the brand, ensuring consistency and differentiation in a crowded marketplace.

Furthermore, technological advancements offer immense opportunities to understand and meet customer needs more effectively. Santander leverages cutting-edge platforms to engage with customers meaningfully and non-intrusively at critical touchpoints. However, Picquot assures “a clear challenge” is “how to manage this complexity and the increased pace of innovation. It is learning to lead the teams in the right way and to make the right decisions based on the correct set of data.”

Prosperity beyond finance

Interbrand’s concept of Arena Thinking suggests that addressing multiple customer needs across different sectors can drive brand growth. Picquot says: Santander exemplifies this approach, extending its impact far beyond traditional banking. The bank’s purpose is to help people prosper, and this ethos permeates all its initiatives.

“Santander firmly believes that creating tomorrow’s progress starts today. This philosophy drives the bank’s long-term commitment and day to day activities. We believe prosperity is about more than just money, it is about making progress and achieving goals one step at a time even if at times it may be daunting or complex. Our goal is to support our clients in taking that first step and accompanying them along the way,” claims Picquot.

We believe prosperity is about more than just money, it is about making progress and achieving goals one step at a time even if at times it may be daunting or complex. Our goal is to support our clients in taking that first step and accompanying them along the way.”

Nathalie Picquot, Director of Corporate Marketing, Brand Experience and Digital Engagement, Santander

For instance, Santander’s ventures into mobility solutions and green transition support reflect its commitment to societal progress. By developing tech platforms and solutions that can be shared with third parties, such as Gravity, the bank demonstrates its potential to offer solutions that goes beyond what is expected from the traditional financial sector.

Another example is Santander’s investment in educational initiatives, making it the largest private supporter of education globally through programs like Santander Open Academy, Santander X and Universia.

Financial and digital inclusion are also key focus areas. Through financial education, access initiatives, and micro-credit programs for micro-businesses, the bank fosters community growth and empowerment. These efforts underscore Santander’s dedication to help shape a future where people can prosper.

These initiatives not only provide commercial benefits but also enhance the brand’s relevance by showcasing its ability to tackle new challenges effectively.

Santander’s journey over the past 25 years is a story of adaptation, innovation, and unwavering commitment to its purpose. By embracing technological advancements, addressing evolving consumer needs, and making a positive societal impact, Santander not only navigates the complexities of today’s world but also shapes the future of finance helping people start the journey to their better future, today.