How proper brand values saw HSBC through the worst of times

Orlando Hooper-Greenhill

Keep calm and carry on. This was the sentiment historically adopted by the British in times of crisis – the words were made public on a famous poster. This sound advice has helped HSBC to stand strong during the financial crisis, while others have floundered and, in some cases, failed.

For the past 18 months, the banking sector has been anything but calm. Years of high-profile growth, based on a decade of economic prosperity, came crashing down. With the financial centres of New York and London in disarray, how does a global bank attempt to carry on?

One of the most important things about marketing global brands is understanding that' global' means all the places in the world where the brand exists – not just London or New York. Around the world, people were reacting to news of the crisis in different ways.