A recent survey by Chicago-based design/build firm NewGround finds that while nearly one in three credit union leaders are aggressively expanding their branch presence, some 11% said they have no idea if a written brand strategy exists for their credit union. In addition, the survey reveals "an industry mindset convinced that major changes are afoot and that bold steps must be taken, but there is no consensus on which direction credit unions should go regarding brand, place, and culture." When asked which industry credit unions should mimic based on current branch retail design trends, the 148 credit union chairmen, CEOs and directors surveyed responded as follows: