Moving Forward through Research-driven Multicultural Marketing
The U.S. population is rapidly changing. According to the U.S. Census (2007, 2008 projections), three segments makeup 1/3 of the US:
Hispanics = 45million
African-Americans = 36million
Asians = 15million
The financial services landscape of mergers, acquisitions, and financial institution collapses between 2006–2008 have called for fierce competition among leading competitors. Bank of America (BAC) recognized it needed to retain its leadership advantage and differentiation was critical to maintaining its stronghold in the industry landscape. Between 2006–2007, BAC's core communications accomplishments were:
Galvanized and united all of the Bank's communications
Elevated the Bank's reputation...