Deloitte and HSBC, two global heavyweights in their respective industries, have established themselves as leaders in the B2B marketing landscape. Yet, their approaches to storytelling and brand differentiation highlight stark contrasts. While Deloitte thrives on showcasing the complexity and breadth of its services, HSBC leans into its focused expertise to craft specific, relatable narratives for its target audience.
HSBC: Targeted Solutions for Specific Needs
Nicole German, HSBC’s Global Head of B2B Marketing, emphasises the bank’s selective approach. “We’re not trying to be all things to all people,” she explains. HSBC focuses on businesses in the UK and Hong Kong, alongside companies looking to expand internationally—particularly in regions like the Association of Southeast Asian Nations (ASEAN).
In a 2024 campaign, HSBC identified a key challenge: ASEAN is perceived as a fragmented market, making it daunting for businesses to enter. German describes HSBC’s solution as straightforward yet impactful: “Do it with a bank that’s done it before.”
The campaign positioned HSBC as a trusted partner with the heritage and expertise to navigate ASEAN’s complexities, providing customers with actionable solutions to their pain points. By leveraging its experience and legacy, HSBC presented itself as a bank that could “unlock and turn keyholes” in these markets.
This targeted strategy paid off. German revealed that the campaign successfully drove business growth in the ASEAN region. “The specificity really worked because we could present the brand through the lens of what customers were going through,” she noted, underscoring the power of addressing customer challenges with precision.
Deloitte: Embracing Complexity and Breadth
In contrast, Deloitte’s approach highlights the vastness and intricacy of its offerings. Suzanne Kounkel, Deloitte’s Chief Marketing Officer, explained the importance of embracing the multifaceted nature of the brand while still making it relatable to customers.
“It’s a little bit of a dance,” Kounkel said. “We present the complexity of what we do through the lens of how we’re different and what that difference feels like for customers.”
Deloitte’s marketing strategy focuses on the organisation’s ability to provide holistic, end-to-end solutions across industries. This breadth of expertise allows it to cater to diverse needs while showcasing its ability to manage large-scale challenges that smaller competitors may not be able to address.
While HSBC leans into a narrative of precision, Deloitte thrives on demonstrating its capacity to handle complexity, crafting campaigns that position it as a partner capable of solving large, intricate problems.
Differentiation in B2B Storytelling
Both HSBC and Deloitte exemplify the importance of leaning into what makes a brand unique. For HSBC, specificity is its strength, presenting itself as a solutions-oriented partner for businesses facing particular challenges. For Deloitte, the ability to manage vast complexity and offer integrated services is its defining narrative.
Ultimately, their distinct approaches reflect broader lessons for B2B marketers: whether focusing on targeted expertise or the ability to address complex demands, the key lies in understanding and articulating the value that resonates most with the audience.
By aligning their strategies with their core strengths, HSBC and Deloitte continue to solidify their positions as leaders in the highly competitive B2B landscape, offering valuable insights for brands navigating their own differentiation journeys.
Source: https://www.marketingweek.com/hsbc-deloitte-b2b-brand/
