Canadian credit unions are about two decades ahead of their U.S. counterparts in merging but the practice of dropping "credit union" from the brand is a serious mistake, marketing consultant Tim McAlpine warned this week.
Writing in an e-mail bulletin distributed to clients, McAlpine, a frequent speaker at U.S. credit union gatherings, said he understands the branding rationale and difficulty "if you are called City A Credit Union and you open a branch in City B, your name is no longer relevant."
Nine of the 20 largest credit unions in Canada, he said, have now dropped "credit union' from their logo "and how they answer the phone."
Complete your profile to continue reading and get FREE access to CUTimes.com, part of your ALM digital membership.
Your access to unlimited CUTimes.com content isn’t changing.
Once you are an ALM digital member, you’ll receive:
- Breaking credit union news and analysis, on-site and via our newsletters and custom alerts
- Weekly Shared Accounts podcast featuring exclusive interviews with industry leaders
- Educational webcasts, white papers, and ebooks from industry thought leaders
- Critical coverage of the commercial real estate and financial advisory markets on our other ALM sites, GlobeSt.com and ThinkAdvisor.com
Already have an account? Sign In Now
© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
