Santander’s Keith Moor: Now is the time to talk about our brand purpose

We have had a purpose-led strategy as a business for a number of years now, from back in 2013. We chose at that time to talk more about how we bring our propositions to market and about being simple, personal and fair, as that resonated with the market at the time. We always knew we wanted to talk about our purpose, but we wanted to be in a position where we could substantiate it and talk about it in a more eloquent way.
Our communications strategy is intrinsically linked to the business strate