While SCCU said its intention was to help educate consumers, Arnold said the credit union should have stood firm if its intentions were consistent with its core principles.

“Your credit union brand should stand for something, otherwise it stands for nothing,” Arnold said. “Look at your core values and your core brand. If your messaging that is causing controversy rings true to your brand and core values, then stick by it. If your messaging that is causing controversy goes counter to your brand, then that is a problem.”

Arnold said controversial campaigns are not necessarily a bad thing because no one talks about a boring business.

However, the message has to be clear.

“My guess with Space Coast is that the language used sent mixed messages,” Arnold suggested. “Their campaign championed consumers and their knowledge, yet those same messages countered messages for their business partners – the dealers. Your brand and your campaign messages must ring true to everyone – your members, your business partners and your employees.”

He continued, “If you need to adjust your messaging because it caused controversy for the wrong reasons, then returning to your brand and values is the way to execute it, just like Space Coast did.”