HSBC provides an excellent example of how to both begin the process of entering into a more civil conversation and then how to protect this narrative territory by adding more and more complex meaning to the conversation.

In 2002, HSBC began promoting the slogan ‘The world’s local bank’. The creative effort centred on examining the misunderstanding that can occur when using the same rituals and symbols delivered in different countries. While the creative work was well received, the central ‘Glocal’ message is an old and much trod-upon theme. However, this initial positioning was designed to begin the journey into a far more interesting and meaningful narrative celebrating tolerance among the world’s culture and peoples.

Without this initial campaign, the secondary message would probably not have been accepted by customers.  As a result of careful planning, HSBC is at least two steps ahead of the competition with their latest promotions.  Any other global bank would struggle to occupy the same narrative space as HSBC does now. With further evolution, HSBC can shore up their differentiation further.

This evolution ultimately makes sense for the brand and, handled properly, will deliver real value to shareholders, staff and customers. The messages that HSBC continue to deploy not only encourage a more civil society, they build real value in the market, increase staff retention and customer loyalty.

Humble beginnings clearing the slate with an authentic but simple claim.

Going glocal The next simple step in proclaiming that they are present in many countries.

Adding meaning Beginning to demonstrate appreciation for context.

Brand elevation Tapping into valuing different perspectives

Sustain Expanding meaning and staying relevant