HSBC has announced that it is to rebrand its global private banking operations amid concerns in the wider industry over the rebuilding of fee income and client confidence. This could be an effective approach, but only if it comes as part of a broader business transformation.
Selling formula baby milk to mothers in developing nations to replace breast milk has long been a touchy issue. As consumers become ever more suspicious of the motives of big business, some companies have allegedly still not mended their ways, courting bad press every time they reappear in the headlines.
Mecca Cola is in direct competition with Coca-cola, deliberately appealing to anti-US sentiments. This growing tendency for manufacturers to market themselves on a political positioning to take advantage of consumer concerns creates a loyal customer base that will not be easily swayed.
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