How HSBC pursued a global rebranding program – and responded to a pandemic

Geoffrey Precourt

HSBC, the financial-services provider, undertook a rebranding exercise that aimed to reflect its internal culture of being a diverse, international organization, while remaining locally relevant.

Three years ago, when Leanne Cutts signed on as group chief marketing officer at HSBC Holdings plc, the most formidable project on her desk was a global rebranding program.

Believing that “great creative takes its lead from culture,” she told a sessio

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