Standard Chartered Launches New Brand Campaign


Standard Chartered said it has launched a global campaign that takes its ‘Here for good’ brand promise and poses a new tougher challenge: ‘Good enough will never change the world’.

According to the bank, the new campaign retains the original brand promise but sharpens “our focus on how banks can help tackle some of the problems that stand in the way of global prosperity and commerce.”

A statement from the bank further explained that :”Behind the ‘Good enough will never change the world’ campaign is an eighteen-month deep-dive into the values underpinning Standard Chartered and ‘Here for good’.

It stated that the project included hundreds of client interviews and collected inputs and values of our 85,000 staff.

“The campaign showcases a series of inspirational short films featuring people who accomplished extraordinary things because they wouldn’t settle for ‘good enough’.

“Directed by award-winning film-maker Asif Kapadia, the launch video stars Jamaican sprinter and Olympic champion Usain Bolt,” it added.

Follow-up videos are expected to tell stories of how companies and clients overcame obstacles to deliver stronger performance or make a difference in emerging markets across Africa, Asia and the Middle East.

“What is really exciting about the next chapter in ‘Here for good’ is that it’s deeply rooted in the Bank’s clients, employees and history,” the bank’s Global Head, Brand and Marketing, Emma Sheller said.

He added: “It’s also about being in tune with what’s happening in the world. We set the bar high with ‘Here for good’. Now we are setting it higher with ‘Good enough will never change the world’.”

The campaign recently kicked off in Hong Kong, Korea, Singapore, Taiwan and the United Kingdom. It would roll out in 2018 in phases in across the rest of the bank’s footprint including Nigeria.