In the world of marketing and communications, the phenomenon of “branded content” has taken the landscape by storm. Consumers now demand to be engaged, entertained, and educated in real-time with relevant and personalized content. Organizations needs to understand what to say, how to say it and not fall into the trap of simply talking about themselves in an old-fashioned way. Join us as we dig deeper into several business cases, including the case one of Europe’s largest and most famed banks, Banco Santander, and how they managed to redefine a traditional service to a millennial audience through a content-based communication strategy