Dozens of credit unions invest tons of time, work and resources on rebrand projects and the painstaking task of selecting a new name.

Credit unions usually review hundreds if not thousands of names before they narrow them down to a final list of a few names that are carefully vetted, pondered and debated among executives and board members. But it’s probably a very rare moment when a name surfaces that everyone unanimously agrees on because it perfectly epitomizes a credit union’s strategic vision.

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Peter Strozniak

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