When global banking giant Santander acquired U.S.-based Sovereign Bank, customers naturally had a lot of questions. What would happen to their accounts? Would convenient bank branches and ATMs disappear? And how do you pronounce “Santander,” anyway? (Hint: say “san-tan-DARE”)

Ensuring confidence with their new U.S. customers was paramount, so the bank worked with C Space on the critical task of rebranding and launching Santander. Santander engaged directly with a private online community of U.S. consumers and prospects in order to gain valuable insights into topics such as how they felt about their personal finances, what they thought about banking in general and how they handled their existing banking relationships.

Throughout the process, consumers gained assurance and felt proud knowing that their ideas and voices were being heard. And so, in 2013, through collaboration with consumers, Santander officially launched in the U.S. and “A Bank for your Ideas” was born.

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