In a world of LLM, Joe will share how, at Santander, he is rethinking the traditional brand-building playbook, breaking away from the category sea of sameness to truly connect with customers. He'll challenge you to look beyond the most common metrics, dashboards and "safe" frameworks as he shares what distinct thinking can do to help you better understand your audience. From tapping into behavioural science, to new methods of brand tracking and emotional engagement metrics, and the power of platform-thinking, Joe is going to get under the skin of how to build a brand that is defiant in the face of sameness.