From dinosaurs to birds: Helping big brands stay relevant in a world obsessed with new

What does it really take for a 160-year-old brand to stay relevant in a world obsessed with shiny new fintechs, challenger banks and AI-powered everything?
In this episode of CMO Therapy, I’m joined by Joe Goldberg, Head of Brand Strategy at Santander UK, for a no-fluff, deeply human conversation about how legacy brands evolve without losing their soul.
We dig into why modern banking isn’t about shouting “we’re digital” - it’s about designing emotional experiences that make people feel confident, included and in control of their money. Joe unpacks the real battle for salience in an AI-driven future, why most brands misunderstand loyalty and how trust, tone and honesty matter more than ever when your product is invisible.
There’s also a brilliant deep dive into experiential brand design, the role of fame (hello Ant & Dec), and why anxiety (not apathy) is the real enemy of modern financial services.
As Joe puts it:
“If you’re not salient, if people don’t know you exist, you’re dead.”
If you’re a CMO navigating growth, relevance and emotional connection in a complex category… this one’s unmissable.Music clip by Filo Starquez, Divergence