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Mind the gap

Lucy Handley

The gap between consumers’ perceptions of a brand’s image and the actual experience, as measured by The Promise Index, raises some tricky questions for marketers.

Global strategy: adopt a ‘glocal’ structure

Marketing Week

Fundamentally, Santander’s business is built around understanding customers. The first thing it does when it comes into a market is to get to understand the customer base better than the business it’s buying. This idea of having your business built on your customers is a thing that applies to all the markets it operates in. Keith Moor, director of brand and communications at Santander tells us more.