HSBC-Union Plus


How to differentiate the Union Plus credit card and create affinity and loyalty.


  • Leveraged “Union” pride and the negotiating power of 13 million members.
  • Linked this to the power of the largest bank in the world (HSBC).
  • Emphasized correct attributes such as “All calls answered in the United States.”

CenterBrain Positioning Breakthrough:

Your Union Power – Everyday


  • Positioning is launched throughout the organization.
  • Expanded to include all Union Plus offerings, including loan and mortgage products.
  • CenterBrain is asked to execute direct mail for loan products, lifting response 30 percent over the previous “champion.”

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