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Standard Chartered goes on the attack in Asia

After weathering the financial crisis better than most of its rivals, the bank is adopting an aggressive strategy in Asia. It has spent heavily and hired top talent, but getting the new generation to gel with the old won’t be easy. Lawrence White spoke to the heads of the main businesses.

PINNED ON THE wall in the Hong Kong office of Jaspal Bindra, chief executive Asia of Standard Chartered, is a football scarf with Liverpool printed on one half of it and the name of his bank on the other. Like much of what the bank does these days, its sponsorship deal with one of the English Premier League’s leading clubs was a bold statement of intent. It was also a savvy piece of branding, bringing the (nominally UK-based) bank to the attention of both Liverpool’s domestic followers and its large Asian fan base.

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