In 2008, HSBC introduced an interesting and creative ad campaign "Your Point of View" illustrating how there are different perspectives on any subject. HSBC states that its brand value is "Perceptive, Progressive, Responsive, Respectful and Fair". HSBC’s advertising certainly reflects one brand value “Perceptive.” （Different Points of Value)
Nowadays, all the bank’s advertisements illustrate how the bank demonstrates diverse cultures and customs of people around the world; however “every individual has their own priorities and values, and that these form the basis of many important decisions.” (Your Point of View at HSBC) Through its ad campaign, HSBC challenges people to find their own values and discover what motivates them in their daily lives.
The HSBC ad has a very clear link to the idea of postmodernism. A same problem may cause two opposite reaction from two people. The ad is telling us that any subject is relative and can lead to multiple perceptions depends on any people who has different life style or experiences.
HSBC,"Different Points of Value",The Financial Brand,July 6 2009,http://thefinancialbrand.com/6361/hsbc-brand/
"Your Point of View at HSBC", The Inspiration Room, 29 Dec 2007,http://theinspirationroom.com/daily/2007/altruism-or-consumerism-your-point-of-view-at-hsbc/
