Two Titans, Two Messages

Friedlander, Josh
July 2005
Investment Dealers' Digest;7/18/2005, Vol. 71 Issue 28, p12
Trade Publication
The article reports that branding experts are baffled by Citigroup Inc.'s "Live Richly" advertising campaign, which is national in scope, while they heap praise upon competitor Hong Kong and Shanghai Banking Corp. Ltd.'s (HSBC) New York City push, to be the "World's Global Bank." In Citi's advertisements, the firm, ostensibly targeting retail customers, urges people to live richly and not rely on financial constraints to influence their choices in life. HSBC's advertisements, which appear on taxis, on billboards, on television and in print, relate the message that the firm's retail bank is global in scope, but also local in adapting or evolving from the customs of the many countries in which the bank has branches.


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