While these are all true characteristics of the credit union, it is the same for ALL credit unions. Is that the best way to market and brand your credit union? And, is it even unique? Interestingly, an insurance company has started an advertising campaign based on similar principles, check it out!
Another, more recent trend has been for credit unions to bash banks in their marketing. The banks are the bad guys and credit unions are the good guys. Negative advertising. When we get to election time, people complain about all the negative advertising. Why would consumers like bank bashing ads? In my opinion, some of these ads work, while others don't; there is a fine line between the two. If there is a bit of humor in the ad, you can sometimes get away with it. Or, if you don't simply discredit the bank, but draw comparisons between your credit union and the bank - making it clear why you are a better choice.
Credit unions aren't the only ones using negative bank advertisements, check out this one from my local community. West Suburban Bank differentiates itself from the big bad banks.
I wanted to share these examples, because if you replaced "West Suburban Bank" in their ads with a credit union name, it would work. Or, if you replaced "Nationwide Insurance" with your credit union, the ad would work as well (How exciting would it be to have Dale Earnhardt as your CU spokesman?). When you advertise, are you showing what makes your credit union uniquely different from other credit unions, community banks, and mutuals?