Being fresh for what audiences and customers need today was a key motivator for HSBC’s global brand refresh, says its CMO, Leanne Cutts.
Speaking at the Cannes Lion Live 2020 virtual event, the marketing chief explained how the multinational bank began a global stocktake and overhaul of its brand identity, “because we know successful brands need to be true to their DNA and their original values and heritage, but also to be fresh for what audiences and customers need today”.
