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Case Study: HSBC Rebranding in France

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Case Study: HSBC Rebranding in France

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  1. One Last Piece Maximizing the value of the CCF acquisition through brand unification

  2. WHAT What we propose 1 • To maximize the value of CCF acquisition there is one remaining piece • We propose to unify HSBC brands in France Clarify our identity to clients, staff & partners as the World’s Local Bank WHY Why our proposal maximizes value 2 HOW How we will implement & mitigate risks 3 WHO & WHEN Referencing the details 4 FINAL WORDS 5

  3. WHAT What we propose Maximize profitability for corporate, local businesses & global clients 1 WHY Why our proposal maximizes value 2 DRIVING REVENUE REDUCING COSTS • Clear market positioning • Economies of scale HOW How we will implement & mitigate risks 3 • A branch on every corner presence • Efficiencies w/client-facing technology WHO & WHEN Referencing the details 4 • New business • Everyone rows together FINAL WORDS 5 Project valuation: EUR150 milCost to implement: EUR 27 mil EUR 123 mil R

  4. WHAT What we propose • We have taken important steps already • Integration complete • Logo and tagline universally used • Market research completed • Given great value, we must be sensitive to remaining risks 1 WHY Why our proposal maximizes value 2 HOW How we will implement & mitigate risks 3 WHO & WHEN Referencing the details 4 FINAL WORDS 5

  5. WHAT What we propose We must deliver real perceived value to our customers 1 WHY Why our proposal maximizes value 2 CONCERNS RESPONSES • “The English are coming!” • Success stories HOW How we will implement & mitigate risks 3 • I feel nervous, insecure, and/or angry • HSBC is a global bank. WHO & WHEN Referencing the details • McDonaldization • No changes to services or products. 4 • Will prices go up? • The local guys from top to bottom are behind it 100% FINAL WORDS 5 • This merger is being done the “French Way”

  6. WHAT What we propose We depend on our staff to deliver value 1 WHY Why our proposal maximizes value 2 CONCERNS RESPONSES • Is my job is at risk? • We have built buy-in through the process HOW How we will implement & mitigate risks 3 • Is this the end of a legacy? • No senior management changes WHO & WHEN Referencing the details 4 • Will we lose our way of working? • “Join the club” message FINAL WORDS 5 • Lunch-and-learns success stories • Transparency

  7. WHAT What we propose 1 • Given time available…. • Focus today is key messages • Detailed plan waiting for you WHY Why our proposal maximizes value 2 HOW How we will implement & mitigate risks 3 WHO & WHEN Referencing the details 4 FINAL WORDS 5

  8. WHAT What we propose 1 WHY Why our proposal maximizes value 2 HOW How we will implement & mitigate risks 3 WHO & WHEN Referencing the details 4 FINAL WORDS 5 Thank you!

  9. WHAT What we propose There are lessons to be learned 1 WHY Why our proposal maximizes value DIFFERENCES SIMILARITIES 2 • Rebranding “and” integration • It’s more than just “systems” integration HOW How we will implement & mitigate risks • Market conditions • Use a structured approach. 3 WHO & WHEN Referencing the details 4 FINAL WORDS 5

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