Standard Chartered bank has refreshed its branding identity globally to tackle the problems that hinder its global prosperity and commerce. The bank has undergone this revamp after eight years.
The bank launched the brand identity ‘Here for good’ way back in the year 2010, in view represent that the bank is here for the goodness of fostering the economic activity that will have a progressive social impact. Taking a step forward, Standard Chartered has modified the title of its brand campaign, to ‘Good enough will never change the world’, which aims to take forward the impact created by ‘Here for good’.
The new brand identity has taken its shape one and a half year of analysis, discussions that took a close view on the values underpinning the bank and ‘Here for good’.Standard Chartered launched interviews and workshops with its clients and 85,000 employees for the same.
Standard Chartered will be promoting ‘Good enough will never change the world’ campaign with a series of motivational short films withinspirational personalities like Jamaican sprinter and Olympic champion Usain Bolt.
Emma Sheller, global head of brand and marketing at Standard Chartered says, ”The new campaign retains the original brand promise but adds ‘Good enough will never change the world’, thereby sharpening our focus on how banks can help tackle some of the problems that stand in the way of global prosperity and commerce. We captured these as the new internal values: ‘Never settle’, ‘Do the right thing’ and ‘Better together”.
Through the interviews and workshops, the bank settled on ‘Good enough will never change the world’, which states its commitment to promoting social and economic development through its core business of banking by tackling problems facing global prosperity and commerce, explained Sheller.
The bank will be innovating with digital technology like artificial intelligence, chatbots, blockchain and financial technology to make banking better.