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...