REBRANDING MODE: "We're continuing to tell the story about what Santander stands for," says Euan Campbell, the bank's cards chief, who promised more innovations.

Santander Tries to Make Name for Itself as Retail Innovator

Santander Bank, formerly Sovereign Bank, has launched a rewards-heavy credit card and made other creative retail moves in the U.S. as it tries to establish an identity beyond that of the foreign-owned bank with the tricky name.

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