How proper brand values saw HSBC through the worst of times

Consumer response to the global economic crisis has varied in different parts of the world, creating a unique challenge for global bank brands such as HSBC.

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...

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