CUNA made a major announcement May 5 that a task force recommended considering "preliminary ideas" to change its advocacy, choice and governance structure. One of those ideas included a rebranding proposal to change its name from CUNA to America's Credit Unions.

But while branding experts said the name change could be a positive move, it will take a lot more than that for a full rebranding initiative to work.

"My question is, how will this affect credit unions as whole, and more importantly, how will this impact consumers, and will it impact consumers?" James Robert Lay, president/CEO of CU Grow, a Pasadena, Texas-based marketing firm, said.

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