Ron Shevlin, senior analyst at Aite Group, admitted in his Snarketing blog post that he was at a loss for words in response to Blaine's position. He pointed out that growth enables credit unions to invest in capabilities that better serve members.

“To accuse marketing of driving growth for the sake of growth is an indefensible accusation,” Shevlin wrote in his post entitled, “What Do You Do If the CEO Doesn't 'Get' Marketing?“

Not all the comments were negative.

One CEO thanked Blaine for “helping me feel less apologetic when I tell people this $250M CU does not have a marketing department. Value to the existing members is our priority.”

Another individual also agreed with Blaine and shared, “Growth is essential, but growth for the sake of ego and recognition can have terrible consequences. Common sense has always been in short supply and often falls victim to the dreams of joining the $100,000,000 or billion dollar boys club.”

In the end, Blaine suggested advocates and detractors alike not take his comments too seriously. He said his goal was to provoke marketers to a greater, more difficult challenge to explain, market and educate members/public that credit unions really are something different and unique.

“We're losing the 'war' … we really are … all of us. As you point out, so many members are still going astray much to their financial detriment. I'm tired of losing, aren't you? Why aren't we being carried through the streets on the shoulders of consumers as the white knights, the answer to their financial despair? If you think taking up the fight for the CU consumer has become a fight for economic survival, then you have a friend and ally for life. So, where do CU marketeers stand? More of the SOS? Or ready to roll up your sleeves, unbox your brains and take on the most difficult of marketing challenges,” Blaine wrote on his blog in response to comments.