Money Talks: Unlocking transformational insight in banking through storytelling

This paper focuses on brand storytelling, centering on a case study for HSBC, the global bank, that aimed to increase loyalty with the "emerging middle class" in the UK and India.

Money Talks: Unlocking transformational insight in banking through storytelling

Esther Garland, Riki Neill and Henrietta De SouzaFace and HSBC, UK

The business context

Driven by a desire to maximise lifetime value from its customer base, HSBC have been pursuing a strategy that involves focussing efforts on better serving an increasingly ambitious and entrepreneurial Emerging Middle Class; an audience that is forecast to increase globally by 8 – 15% annually. The hypothesis is that if you can lock them into the brand early, these customers represent a highly profitable opportunity for the bank through not only...

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