HSBC's marketing for growth

HSBC Facebook: https://www.facebook.com/HSBCUK/

UK-based HSBC bank has a new CEO and a new growth strategy, supported by new marketing.

John Flint, the new CEO, aims to expand HSBC within the UK market and market mortgages more aggressively.

Technology investment is key to the bank's future growth strategy. Meanwhile, recently appointed group head of marketing Leanne Cutts is looking at HSBC's traditional roots for connections to the bank's marketing future.

As shown in the illustration from the bank's UK Facebook page, HSBC's traditional red-and-white logo is being reimagined for the digital age. 'Most of our transactions with customers are digital, so having something easily recognisable is incredibly powerful. It helps the customer to cut through the clutter', Cutts explains.

The same logo is shown on HSBC's YouTube channel at this time, as well as on its Twitter account. The bank uploads not only adverts to YouTube but also videos about how to use its mobile banking app and other topics of interest to bank customers.  The bank has thousands of followers on Facebook, YouTube, Twitter and LinkedIn. HSBC is now reviewing agencies for its social media activities, which means changes as the bank positions its marketing to support future growth.

M&S + HSBC = M&S Bank

From July, Marks & Spencer and its partner, HSBC, will be opening a series of bank branches in high-street locations.

Earlier, M&S Money was purchased by HSBC and remains a joint venture, offering loans, credit cards and other financial services.

The new M&S Bank will be customer-oriented in the tradition of retailing, as this quote from M&S chief executive Marc Bolland indicates:

This bank will be built on M&S values; putting the customer at the heart of the proposition and delivering the exceptional service that sets us apart from the competition.

Initially, M&S Bank will operate one branch in the store's Marble Arch branch. Within months, more branches are planned for other areas, including Wales.

M&S is not the first UK retailer to expand into banking. Tesco has been involved in banking for some time, first with RBS and now as a separate banking business. Sainsbury's banking division is run as a joint venture with Lloyds Banking Group.

Competition is becoming more intense. Metro Bank opened in 2010 as a retail-oriented bank, the first new high-street bank in 100 years--and now it's expanding, with seven new branches in the works. How will M&S Bank do in this very competitive environment?

Brands of the century

It's the 100th anniversary of the Chartered Institute of Marketing (Twitter: @CIMinfo), and to celebrate, The Marketer has compiled a listing of the top brands of the past century.

Can you guess the top brand?

Yes, it's HSBC, a brand as well known for its social responsibility as it is for its banking. Here are some of its adverts.

During the last 10 years, anyone flying through Heathrow or many of the world's other top airports could not miss the bank's bold red and white logo on jetways and interior ad spaces. This is a particularly high-profile communication campaign that reaches business decision-makers and consumers alike.

HSBC has unified its brand identity in the past decade and sets forth as its brand values:

• Perceptive
• Progressive
• Responsive
• Respectful
• Fair