HSBC - Banking Without Boundaries - redefining premium banking

Almost every bank will have an account with a name that signifies higher rank and prestige and is targeted at people who are richer than the average mass.

HSBC Premier – Banking without boundaries: redefining premium banking



There used to be a time when ad agencies claimed to have helped their clients create products – like Mr. Kipling or 'the right hand diamond ring' (DeBeers). Times have changed and ad agencies are less expected to be involved in the development of products. And more often ads are expected to do most of the work, i.e. make-up for a not so differentiated product – “That's the creative challenge!” clients will say.

But this is a story about how planning redefined premium banking – a category that was...

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