National brand potential addressed in white paper

MADISON, Wis. (12/14/07)--Should there be a national credit union brand? The background and issues behind this question are discussed in a new white paper from the Credit Union National Association (CUNA) Councils.

"A National Brand for Credit Unions: A compendium of opinions about a national brand for the credit union industry," from the CUNA Marketing and Business Development Council (CMBDC), offers historical perspective, expert opinion, and differing views on the issue.

The three-section white paper explores:

• The big picture on branding. Branding consultants Paul and Mary Lucas explain the components and the meaning of a national brand campaign. They also offer examples of campaign successes and failures from other industries.

• National branding and the credit union perspective. Credit union marketing consultants Dick Radtke and Lucy Harr detail the history of CUNA's marketing and advertising campaigns, and the branding and fundraising efforts of several leagues and foreign countries. Comments are included from a spectrum of industry leaders about the possibilities of a national credit union brand.

• Will it work? Credit union consultant Randy Harrington tells why he thinks a strong national brand is desirable but almost impossible to achieve.

During the 2008 CMBDC conference, March 16-19 in Nashville, Tenn., Harrington and Lucas will be point/counterpoint panelists for a session on implementing a national brand campaign.

The council commissioned the white paper to help credit union professionals understand the important and complex concept of branding, and facilitate an informed and productive discussion, said CMBDC Chair and Vice President Mike Weber, marketing and public relations for Dupaco Community CU, Dubuque, Iowa.

A new Cooperative Branding Showcase, available exclusively to all CUNA Council members, provides a snapshot of the state and national marketing and advertising programs in the credit union movement.

CUNA Council members are entitled to a complimentary copy of the white paper; non-members may purchase the white paper for $50 per copy. For more information or to download the white paper, use the resource links.

Resource Links

Branding white paper

Cooperative branding showcase

CMBDC conference