Standard Chartered unveils new brand positioning

Standard Chartered: introduces Here for Good strategy
Standard Chartered: introduces Here for Good strategy

LONDON - Investment bank Standard Chartered is rolling out its first global brand campaign in 40 years to support its forthcoming sponsorship of Liverpool Football Club.

The financial services giant will promote a new brand strapline, 'Here for good', across markets in Asia, Africa and the Middle East.

The campaign will emphasise Standard Chartered's commitment to being a "positive force" wherever it does business and to "support communities to create a prosperous and sustainable future".

In the four different TV ads, which each roll out from 21 April, a voiceover asks: "Can a bank really stand for something? Can it balance its ambition with its conscience?"

"Our brand is all about commitment. We're here for good, to create value for our shareholders, to support and partner our clients and customers and to make a positive contribution to the broader community.

Peter Sands, Standard Chartered group chief executive, said: "We're here for the long term."

The TV, print, outdoor and digital campaign, by TBWA, launches this month.

Standard Chartered's four-year shirt sponsorship of Liverpool FC kicks off this summer.

Standard Chartered 'Here for Good' by TBWA

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