The Potential For A National Brand For CUs Discussed In New White Paper

CUNA Councils
December 13, 2007 | COMMENTS

The background and issues behind having a national brand for credit unions are discussed in a new extended-length white paper from the CUNA Marketing and Business Development Council (CMBDC).

“A National Brand for Credit Unions: A compendium of opinions about a national brand for the credit union industry” offers historical perspective, expert opinion, and differing views on this hotly-debated issue.

The three main sections of the white paper cover:

• Section I: The big picture on branding – Nationally-recognized branding consultants Paul and Mary Lucas explain the components and the meaning of a national brand campaign and offer examples of campaign successes and failures from other industries.
• Section II: National branding and the credit union perspective – Marketing experts and credit union consultants Dick Radtke and Lucy Harr detail the history of CUNA’s marketing and advertising campaigns, along with the branding and fundraising efforts of several leagues and foreign countries. Comments are included from a broad spectrum of industry leaders about the possibilities of a national credit union brand.
• Section III: Will it work? – Credit union consultant Randy Harrington opines on why he thinks that a strong national brand is desirable but almost impossible to achieve.

“The council commissioned this paper in the hopes that it can aid the credit union industry by helping everyone gain a thorough understanding of the important and complex concept of branding, in turn facilitating informed and productive discussion,” said Mike Weber, CMBDC chair and vice president and marketing and public relations for Dupaco Community CU in Dubuque, Iowa.

Finally, a new Cooperative Branding Showcase was developed that provides a snapshot of the state and national marketing and advertising programs in the credit union movement. This members only link is available to all CUNA Council members through the “Tools & Resources” drop-down menu on the CMBDC Web site.

CUNA Council members are entitled to complimentary copies of these white papers; non-members may purchase the white papers for a price of $50 per copy.

The paper is available online in the white paper section of each council site under the “Marketing & BizDev” tab.