Executive Summary
This case study tells the story of one of the world's largest banks willing to change its identity during a period of global economic uncertainty. How they put all their faith behind a single icon to ensure consistency across all markets and business lines and at the same time managed to galvanise their 240 000 employees.
It will outline the challenges the HSBC brand faced in the middle of this decade with a lack of clear brand purpose and a fragmented and inconsistent identity. Challenges that ultimately led to a collapse on brand value. How they championed a...