HSBC and Deloitte, two global giants with a vast international reach, have carved out unique strategies for marketing to businesses. While both are leaders in their respective fields, they adopt distinctly different approaches to shaping their brand stories. HSBC focuses on delivering precise, targeted solutions, while Deloitte leans into the breadth and complexity of its diverse offerings.
Nicole German, HSBC’s Global Head of B2B Marketing, emphasises that the bank is not trying to be “all things to all people.” Instead, it adopts a highly focused approach, concentrating on clients in key markets like the UK and Hong Kong, as well as businesses looking to expand and trade internationally. “We tailor our messaging to address specific pain points our customers face in these areas,” German explained at the IAA B2B Brand Summit last week (17th October).
A recent example of this approach is HSBC’s 2024 campaign, which aimed to demystify the challenges of entering the Association of Southeast Asian Nations (ASEAN) market. The campaign tackled the perception of ASEAN as a fragmented and challenging region for business expansion. “We knew that companies were hesitant to move into ASEAN because of its complexity,” German noted. The bank’s message, “Do it with a bank that’s done it before,” highlighted HSBC’s expertise and long-standing presence in the region. By positioning itself as a knowledgeable partner capable of “unlocking opportunities” in ASEAN markets, HSBC saw a boost in business from companies seeking to navigate these complexities.
“The power of specificity really resonated,” German remarked, explaining that HSBC’s campaign succeeded because it directly addressed the challenges their customers faced, offering tailored solutions backed by the bank’s extensive experience.
Broadening the Picture: Deloitte’s Approach
While HSBC’s strategy centres on specificity, Deloitte’s approach is fundamentally different, reflecting the complexity of its extensive range of services. Suzanne Kounkel, Deloitte’s Global and US Chief Marketing Officer, acknowledges that the sheer scope of Deloitte’s offerings makes a targeted approach more challenging. “We’re always aiming to foster customer loyalty,” Kounkel said, emphasizing the importance of nurturing existing relationships rather than solely focusing on new customer acquisition.
Kounkel explained that earlier marketing efforts often became bogged down in the details of what Deloitte does, making it difficult to communicate a clear, unified message. Now, the focus has shifted towards defining “who Deloitte is and why we are different.” For Kounkel, it’s about demonstrating that Deloitte can navigate complex problems and deliver solutions tailored to each client’s unique needs.
One standout example from 2024 is Deloitte’s campaign with the Women’s National Basketball Association (WNBA), highlighting the brand’s ability to tackle a wide range of business challenges. “We wanted to show that regardless of the complexity, we have the expertise to address the varied challenges our clients face,” Kounkel explained. The campaign aimed to assure clients that Deloitte could adapt to the specific needs of their businesses while drawing on its broad expertise.
In another creative effort, Deloitte launched a social media campaign when the green comet made its rare appearance in 2023—its first in 50,000 years. The campaign playfully claimed, “We were there back then” before humorously correcting itself: “Not really, but we have been here since 1845.” This lighthearted approach was designed to underscore Deloitte’s long-standing presence and deep-rooted expertise, offering a glimpse into the brand’s unique personality.
Reflecting on these efforts, Kounkel admitted that balancing the presentation of Deloitte’s complexity with a clear value proposition is no easy task. “It’s a little bit of a dance presenting the complexity of what we do through the lens of how we’re different and what that difference feels like for customers,” she said.
Distinct Strategies, Shared Goals
Both HSBC and Deloitte have embraced strategies that reflect their unique strengths. HSBC’s focus on specificity allows it to connect deeply with businesses seeking targeted solutions, especially in markets like ASEAN. Deloitte, meanwhile, uses its wide-ranging capabilities to build loyalty and trust among clients who value a partner that can tackle challenges across diverse industries.
While their approaches differ, the common thread between the two is a commitment to understanding and meeting the needs of their clients. Whether through the precision of HSBC’s targeted campaigns or the expansive problem-solving ethos of Deloitte, both brands are demonstrating how to stand out in the competitive world of B2B marketing.
Reference: https://www.marketingweek.com/hsbc-deloitte-b2b-brand/
