Audio: Prospering in the ever-present medium
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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...