HSBC - How a brand idea helped create the world's strongest financial brand

HSBC wanted to create a brand with meaning and value that would help establish a strong global identity and image.

HSBC – How a brand idea helped create the world's strongest financial brand

Ian MacDonald and Orlando Hooper-Greenhill – JWT

EDITOR'S SUMMARY

If you have a client who is looking for genuine integration and creative media ideas around a global campaign, this is the paper for you. HSBC wanted to create a brand with meaning and values that would help establish a strong global identity and image. ‘The world's local bank’ was a brand idea born from a belief in embracing the variety and richness of culture in the world. It was launched in 2002, marrying brand, marketing and business...

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