‘Inspire, don’t police’: How HSBC balances consistency and relevance across global markets

According to HSBC’s global head of brand and brand partnerships, Jonathan Castleman, being an international business is the banking brand’s “secret sauce”. But that internationality can also pose challenges for the business, as it works to be seen as “globally consistent and locally relevant”.

Any work by the global brand must be able to speak to its individual markets while also striking a consistent tone. This balancing act was top of mind for its team when devising HSBC’s new brand platform, which is central to the refresh of the brand’s marketing in its key partner airports, including Heathrow and Gatwick in London.