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Marine Midland Bank became HSBC Bank USA on March 29, 1999. But going into the second year, Western New Yorkers are still struggling with the collection of initials making up the new moniker and identity.
Keith Whitson, the chief executive of HSBC Holdings plc, the Londonbased global giant that is the bank's parent, knows the difficulties.
"HSBC doesn't roll off the tongue the same as Marine did, or Midland did. But it's what the letters stand for that matters. Eventually it will get to the point where a customer will think of quality and integrity when they see it.
"It is rather like Coca-Cola. A person doesnt think, 'I saw that in Tokyo. They think of a tasty drink and 'I wouldn't mind having one."'
The fact that the banking company based in Buffalo, is part of a global operation which also has a Canadian bank also escapes many people, says Whitson.
"Not so long ago, a Canadian customer of ours was in Buffalo. When he got back home he reported to us with some indignation that 'Some
bank in Buffalo has pinched your logo.'
"At the time, we still called ourselves Marine Midland, but were already using the red trademark that he was used to seeing on our Canadian bank (the Hongkong Bank of Canada). He didn't realize we were both part of the same global company."
Whitson, the second ranking executive at $569 billion-asset HSBC Holdings, was in Buffalo recently along...