This case is about the value of having a strong brand point of view. After a change in business strategy led HSBC to retire its long-running 'world's favourite bank' idea, it experienced lower brand rankings and less efficient communications. A fresh approach targeted new audiences with bold campaigns on globalism, homelessness, and domestic abuse, a more prominent use of the red hex logo, and a TV and outdoor-led media mix. Despite lower than category average ad spend, HSBC increased brand power and consideration. Econometrics estimates communications generated £380m of incremental profit from 2019 to 2023, with brand marketing driving the majority of new sales.