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 strategy. It created unity out of global diversity and is still being delivered via fresh, impactful executions. An estimated incremental growth of $69.87bn was generated between 2002 and 2008, helping to weather a recession and representing a payback of between $3.44 and $7.88.

THE STORY OF ‘THE WORLD'S LOCAL BANK'

Introduction