Tapping Into Culture and Sponsorships to Build Strong Brand Equity

Youamp8217ll be speaking at the upcoming ANA Multicultural Marketing ampamp Diversity Conference What advice would you give to other brands looking to authentically engage with multicultural audiencesItamp8217s important to reach these consumers authentically with programs partnerships and marketing geared towards their specific needs interests and desires You must consider the consumersamp8217 perspective and account for varying cultural nuances including how they view your company and your product through the lens of their experienceFor instance diverse consumers lack trust in financial institutions and for good reason Historically and especially for Black consumers banks have not been viewed as places that support the community in building wealth Weamp8217ve been working hard to help solve amp160things like access to capital the gap in homeownership rates among Black and Hispanic consumers vs their white counterparts and how to support multicultural customers in building generational wealth An example of this is through our Access Business initiative which pairs Business Access Advisors placed in key multicultural markets with small businesses owners from underserved communities to support them with networking connections capital and technical assistance to help sustain and grow their businessYou have quite a few meaningful partnerships in the multicultural market including creation of the Translators documentary film How do you identify potential partnersAt US Bank we believe that language is a form of access and our mission is to break barriers while creating accessible avenues of communication among all communities which is why we partnered with director Rudy Valdez to bring this shared experience to life through the Translators documentary You can view the film at translatorsfilmcomUS Bank is fully embedded in the communities we serve and our bankers recognized that many customers rely on family members their children to help them communicate in English This is why weamp8217ve worked to assure that we have translated materials printed and online along with bankers and our phone operators that can work with customers in their preferred language We know that this experience witnessed by our bankers is not unique there are over 11 million child translators in the United StatesThis film brings visibility to this reality that is shared by so many in this country and we are committed to providing tools and resources that help alleviate the burden of the language barrier providing increased access to our customersWe launched Asistente Inteligente the firstever Spanishspeaking voice assistant for banking With it so many of our Spanishspeaking customers will finally be able to speak for themselves when it comes to bankingWhat advice do you have for marketers as they look to build deeper connections and drive results through multicultural marketingUnderstanding that all population growth in the US over the next 40 years is from multicultural populations it is a business imperative to reach and engage with these communities with authentic and relevant communication that addresses their specific needsEngage media partners agencies and internal talent that have a deep understanding of diverse audiences and can deliver your brand message with nuance and cultural queues that show customers that you understand them and support their goalsHow has US Bankamp8217s involvement with the 100th anniversary of the Harlem Renaissance reinforced your commitment to community engagement and social responsibilityAt US Bank we believe culture is driving commerce We are proud to sponsor the 100th anniversary of the Harlem Renaissance with the New York Times celebrating the Black communityamp8217s talent and perseverance This sponsorship includes two zines one on wealth published in July and another on culture set for December These zines aim to spark a national dialogue on the Harlem Renaissanceamp8217s impact on todayamp8217s Black entrepreneurs artists and communitiesThis initiative aligns with our US Access Commitmentamp174 which focuses on closing the wealth gap for underserved communities Through partnerships like Operation Hope we provide financial education and support placing Goals Coaches in key multicultural areas to help customers achieve their financial goals Our involvement in this anniversary underscores our dedication to community engagement and social responsibilityWhatamp8217s on your wish list for future consideration Are there specific categories or areas youamp8217re exploringYes we used AI tools for our most recent brand campaign which we launched earlier this yearBanking is not the same as it was even six months ago but US Bank remains steadfast in our mission to power the potential of our clients utilizing a curated but innovative approach There is much potential for AI in banking and the future is yet to be written As we explore innovate and test the emerging technologies and use cases we are taking a responsible and measured approach ensuring we have the right processes and protocols in place to maximize the opportunities enabled by this technology while protecting our clients employees and the companyUS Bank has always offered state of the art and innovative ways to bank for each and every customer We are committed to putting client experience first by leveraging technology that helps our diverse customer baseAt US Bank we see technology as a tool to enhance our human capabilities In our field human creativity is paramount and technology should be used to empower our teams to be more creative efficient and effectiveGiven our commitment to innovation and technology it only makes sense that our next goal is to find ways to harness the power of AI across all factors of our business We are using AI not just for the sake of doing so but to solve problems enable new experiences and unlock efficiencies that power human potential amp8211 and have numerous successful examples of practical applicationsExperimentation within our marketing teams is a key component of the overall process We should always be open to trying new things learning from our experiences and continuously improving and innovatingClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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