Standard Chartered said it has launched a global campaign that takes its â€˜Here for goodâ€™ brand promise and poses a new tougher challenge: â€˜Good enough will never change the worldâ€™.
According to the bank, the new campaign retains the original brand promise but sharpens â€œour focus on how banks can help tackle some of the problems that stand in the way of global prosperity and commerce.â€
A statement from the bank further explained that :â€Behind the â€˜Good enough will never change the worldâ€™ campaign is an eighteen-month deep-dive into the values underpinning Standard Chartered and â€˜Here for goodâ€™.
It stated that the project included hundreds of client interviews and collected inputs and values of our 85,000 staff.
â€œThe campaign showcases a series of inspirational short films featuring people who accomplished extraordinary things because they wouldnâ€™t settle for â€˜good enoughâ€™.
â€œDirected by award-winning film-maker Asif Kapadia, the launch video stars Jamaican sprinter and Olympic champion Usain Bolt,â€ 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.
â€œWhat is really exciting about the next chapter in â€˜Here for goodâ€™ is that itâ€™s deeply rooted in the Bankâ€™s clients, employees and history,â€ the bankâ€™s Global Head, Brand and Marketing, Emma Sheller said.
He added: â€œItâ€™s also about being in tune with whatâ€™s happening in the world. We set the bar high with â€˜Here for goodâ€™. Now we are setting it higher with â€˜Good enough will never change the worldâ€™.â€
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 bankâ€™s footprint including Nigeria.