Sep 15, 2011
Simon Clift of Effectivebrands on who's getting brand optimisation right
HSBC. This organisation understood that great brands are built on a universal insight that resonates with consumers. HSBC realised that customers are individuals and that, understandably, they want companies to treat them as such. They want to feel that companies care about them, recognise their needs and understand what makes their community special or different. HSBC was clever to base its global brand idea on this insight, finding the ideal balance between global leverage and local relevance as 'the world's local bank'.
SIMON CLIFT, advisory board member, Effectivebrands