Santander’s aim was to become the best bank in the UK for its people, customers, shareholders and communities. In order to achieve this objective, Santander launched its Simple, Personal, Fair campaign. The brand was looking to build greater warmth and trust with its customers, and to begin to communicate in a more emotive way. As sonic branding is proven to deliver increased brand recognition and emotional connection with customers, it made perfect sense to engage with CORD and build a sonic branding toolkit. The challenge for CORD was to use the power of music to convey these core brand values, whilst maintaining a flexible approach to the complex needs of its modern and global brand.