Building Market Share in Financial Services with Bicultural Hispanics and Asian Consumers

The Challenge

One of the nation’s leading banks faced a fundamental branding challenge, despite strong awareness, it lagged behind a key competitor in cultural fluency and momentum among several high-growth multicultural segments, particularly Bicultural Hispanics and Asian Americans. These consumer segments also represented a key driver of the bank’s financial growth objectives overall and for the small businesses they create. In an environment where cultural resonance predicts brand growth, the bank needed to close the cultural fluency gap to drive brand preference, future purchase intent, and long-term loyalty.

The Approach

Diagnosing Cultural Gaps with B-CFQ Collage partnered with the bank to assess brand performance using the Brand Cultural Fluency Quotient (B-CFQ), a proprietary metric that captures consumer sentiment across six dimensions—Fit, Relevance, Memories, Values, Trust, and Advocacy.

These B-CFQ insights provided clear, trended visibility into brand strengths and opportunities, pinpointing how cultural fluency varied by segment and over time. By layering B-CFQ trend data across past waves, the bank and Collage tracked progress and momentum with precision.