case study: hsbc rebranding in france
DESCRIPTION
Just a case study with a nice formatTRANSCRIPT
One Last PieceMaximizing the value of the CCF acquisition through brand unification
FYI: The Case Study
WHATWhat we propose
WHY Why our proposal
maximizes value
HOW How we will implement &
mitigate risks
WHO & WHENReferencing the details
FINAL WORDS
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To maximize the value of CCF acquisition there is one remaining piece
We propose to unify HSBC brands in France
Clarify our identity to clients, staff & partners as the World’s Local Bank
WHATWhat we propose
WHY Why our proposal
maximizes value
HOW How we will implement &
mitigate risks
WHO & WHENReferencing the details
FINAL WORDS
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Maximize profitability for corporate, local businesses & global clients
REDUCING COSTSDRIVING REVENUE
• Economies of scale• Clear market positioning
• Efficiencies w/client-facing technology
• A branch on every corner presence
• Everyone rows together
• New business
Project valuation: EUR150 milCost to implement: EUR 27 mil
EUR 123 mil
WHATWhat we propose
WHY Why our proposal
maximizes value
HOW How we will implement &
mitigate risks
WHO & WHENReferencing the details
FINAL WORDS
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We have taken important steps already
• Integration complete
• Logo and tagline universally used
• Market research completed
Given great value, we must be sensitive to remaining risks
WHATWhat we propose
WHY Why our proposal
maximizes value
HOW How we will implement &
mitigate risks
WHO & WHENReferencing the details
FINAL WORDS
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We must deliver real perceived value to our customers
CONCERNS RESPONSES
• “The English are coming!”
• Success stories
• I feel nervous, insecure, and/or angry
• HSBC is a global bank.
• McDonaldization • No changes to services or products.
• Will prices go up? • The local guys from top to bottom are behind it 100%
• This merger is being done the “French Way”
WHATWhat we propose
WHY Why our proposal
maximizes value
HOW How we will implement &
mitigate risks
WHO & WHENReferencing the details
FINAL WORDS
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We depend on our staff to deliver value
CONCERNS RESPONSES
• Is my job is at risk? • We have built buy-in through the process
• Is this the end of a legacy?
• No senior management changes
• Will we lose our way of working?
• “Join the club” message
• Lunch-and-learns success stories
• Transparency
WHATWhat we propose
WHY Why our proposal
maximizes value
HOW How we will implement &
mitigate risks
WHO & WHENReferencing the details
FINAL WORDS
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Given time available….
• Focus today is key messages
• Detailed plan waiting for you
WHATWhat we propose
WHY Why our proposal
maximizes value
HOW How we will implement &
mitigate risks
WHO & WHENReferencing the details
FINAL WORDS
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Thank you!
WHATWhat we propose
WHY Why our proposal
maximizes value
HOW How we will implement &
mitigate risks
WHO & WHENReferencing the details
FINAL WORDS
1
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4
5
DIFFERENCES SIMILARITIES
• Rebranding “and” integration
• It’s more than just “systems” integration
• Market conditions • Use a structured approach.
There are lessons to be learned