The sound of HSBC

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 23, 2019, 11:29 AM UTC

After refreshing its visual branding, HSBC is launching its first sound identity.

Named to reflect the bank’s brand promise “Together we thrive”, the musical piece comprises seven distinct edits to function across their 66 markets and a variety of contexts.

Global head of brand Andrea Newman commented that producer Jean-Michel Jarre, who created the work, had “absolutely cracked the brief” and that audio was the “natural next phase” of the ongoing brand refresh, despite being “unfamiliar turf”.

Consumers will start to hear the identity when they call contact centres and it will then start to appear in apps, marketing broadcasts and TV ads.

Read the original article

[5 minute read; article may require registration]