Standard Chartered's new staff-centric global brand campaign

Some 85,000 employees gave their insights during the design process of the new marketing campaign.

Standard Chartered has launched a new, employee-centric global brand campaign with the message: “Good enough will never change the world”.

This is a refresh of its former “Here for good” brand promise, launched in 2010.

“Here for good” showed how a bank could be a force for good by promoting economic activity that has a positive social impact. The new campaign retains the original brand promise but sharpens Standard Chartered’s focus on how banks can help tackle some of the problems that stand in the way of global prosperity and commerce.

This marketing campaign, however, was not only targeted at external stakeholders, but employees as well. What’s unique about it, is an eighteen-month deep-dive into the values underpinning Standard Chartered, which engaged the insights of clients as well as 85,000 employees across 68 countries through brand workshops and a global survey

Through brand workshops and a global survey:

  1. Over 3,500 employees joined workshops in markets across Asia, Africa, and the Middle East
  2. Over 200 clients gave candid feedback on what they liked and didn’t like about the brand in interviews conducted in Hong Kong, Kenya, Malaysia, Singapore, and the UK
  3. 72,000 employees (90% of staff) completed a bank-wide employee survey on core values

Standard Chartered was also able to formulate a new set of internal values, based on employees’ responses. The values ultimately formed the basis of the campaign.

1. Never settle

  • Don’t stop just because something is hard
  • Continuously improve, innovate and simplify
  • Learn from successes and mistakes 

2. Better together

  • Encourage breakthrough thinking that comes from having different perspectives
  • Ambition deserves support wherever it comes from
  • Build for the long term

3. Do the right thing

  • Confront challenges and don’t retreat from complex problems
  • Promote economic activity that has a positive social benefit
  • Put the client’s interest first and conduct business with integrity

“What is really exciting about the next chapter in ‘Here for good’ is that it’s deeply rooted in the Bank’s clients, employees and history” said Emma Sheller, Global Head, Brand and Marketing. “It’s also about being in tune with what’s happening in the world. We set the bar high with ‘Here for good’. Now we are setting it higher with ‘Good enough will never change the world.’”

The campaign kicked off on April 30 in Hong Kong, Korea, Singapore, Taiwan and the United Kingdom. It will roll out in 2018 in phases across the rest of the Bank’s footprint.

Click here for more Diversity News Click here for more Employee engagement and experience News
The competitive advantage of inclusivity
HRM Asia - 05 Jul 2018
Diversity and inclusion go hand-in-hand for business success, but research shows inclusivity is still lacking.
Three months parental leave for all CA Technologies employees
HRM Asia - 04 Jul 2018
The new global scheme is part of a wider talent management strategy to ensure greater diversity across the organisation.
Diversity and inclusion: more than checking the box
HRM Asia - 20 Jun 2018
HR must continue to enact HR policies that eliminate real and perceived social differences.
P&G’s efforts against workplace harassment, bullying, and discrimination
- 19 Jun 2018
With #MeToo throwing light on workplace harassment, it has become more important than ever for companies to call out clear standards for conduct.
Corporate LGBT advocacy: An ongoing fight
HRM Asia - 24 May 2018
Why companies must do their part to ensure that LGBT rights do not go in reverse.
How analytics raised engagement levels at Takeda Pharmaceutical
- 17 May 2018
HR Insider preview: Takeda's HR consolidation has been an integral part of the company's journey to going global.