‘It could have gone horribly wrong’: HSBC launches ‘sound identity’ in next phase of global brand refresh

HSBC is launching its first ‘sound identity’, the next phase of its global brand refresh, as it looks for new ways to build its brand at a time when consumers are increasingly busy and distracted.
The sound, named after the HSBC‘s brand promise ‘Together we thrive’, is a bespoke musical piece composed of seven different edits created to be relevant to the 66 markets in which HSBC operates. Created by electronic music producer Jean-Michel Jarre, it includes pieces s