What's in a name?
Perhaps not all that much, but the board for the association that represents about 300 credit unions throughout New York believe its name should be more direct.
The Albany-based trade group has been named the Credit Union Association of New York for years, but that could soon change.
“The association board has agreed to pursue changing our name to New York Credit Union Association,” said Ron McLean, a senior vice president for the association. “The name change is part of an overall brand refresh. By placing New York first, we directly communicate what state we represent. We believe the new name presents a stronger, more independent identity for the association and positions us for state-focused branding and advocacy initiatives.
The New York association also proposes to change its tagline from “Leading the Way” to “Strength in Members” and its logo.
“The logo announces an association that is energized, progressive, strategic and prepared to successfully serve credit unions,” he said. “It is also part of a larger branding strategy that connects the association to other entities within our organization, i.e. the New York Credit Union Foundation.”
McLean said member credit unions were informed about these changes last week.
“Although it's early we have already received positive feedback from a number of credit unions,” he said. “The next step is a membership vote.”
The association plans to initiate the member vote later this week.
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