Using sound to create a 360-degree brand identity

Details how HSBC used sound to create a 360-degree global brand identity after suffering brand value decline.

Audio: Prospering in the ever-present medium

This article is part of a series of articles on audio – prospering in the ever-present medium. Read more.

Need to know

  • HSBC had been suffering brand decline, so opted to carry out its first global brand identity ‘refresh’ in 17 years
  • Many customer touchpoints do not offer visual branding opportunities, so the company decided to develop a sound identity, to help it to achieve a ‘360-degree’ brand
  • HSBC wanted the identity to span the full breadth of customer experience, from TV ads and social media content to ATMs, mobile apps and...

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