I highly recommend today’s analysis of Banco Santander and Emilio Botín, its executive chairman, a bank that has been able to thrive when its home market and so many of its rivals have suffered so brutally in the recession. Obviously, things can change quickly in the world of business, but their steady rise from a small bank founded in the northern Spanish city of Santander into one of the world’s largest.

From a management perspective, the really striking fact is how important leadership has been to the organisation - much of its success is down to Emilio Botín, its executive chairman - and the company’s cautious approach to risk management.

One story the piece didn’t go into detail was how the bank responded when its exposure to the Bernard Madoff ponzi scheme was revealed. Rather than trying to cover it up, they were open about it and quickly offered compensation to their clients. Not only was this a good example of handling customer relations (apparently 70 per cent of its “Madoff” customers took up the offer) it was also a brilliant communications effort. This could have been a major stakeholder relations disaster for the bank, but by dealing with it in a forthright manner, it seems they were able to minimise as best they could the damage.

October 21, 2009 11:18am in Brand management, Communication, Consumers, Leadership, Management | Comment