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.
To read the cover story relating to this ’Five strategies for a successful global brand’ click here Read our in-depth case study on the upmarket social network ASmallWorld click here It’s not a very old global brand. The company itself was a regional building society and is 150 years old, but it’s really only in […]