Comments on CU Chat Up: Bank bashing, customer-owned ... credit union comm...

You may find these two articles on "anti-bank...

2011-04-28T11:00:12.932-05:00

You may find these two articles on "anti-bank" advertising relevant and/or interesting:
http://thefinancialbrand.com/13056/unbanking/
http://thefinancialbrand.com/12414/trumark-financial-credit-union-tv-ads/

Thank you very much for this article. CU-sponsored...

2011-04-28T06:00:07.072-05:00

Thank you very much for this article. CU-sponsored bank bashing does nothing to move our industry forward. It's far easier to tear someone else down than it is to build up our own value. I hope more and more credit unions follow your advice, and start taking the high road instead of the easy one.

Credit union advertising should reflect your brand...

2011-04-27T12:22:25.048-05:00

Credit union advertising should reflect your brand.

In the public arena, I submit that perception of a bank’s brand is far more dominant than that of a credit union, even though it has declined over the past few years due to the collapse of Wall Street. So when we see a credit union brand (largely unknown) targeting a bank brand (quite familiar) with a negative ad, it would be analogous to some small locally-run hamburger shop going after the global icon, McDonalds. Viewers have to wonder what’s the purpose? Is it due to “sour grapes” because McDonalds is getting all the business? So what kind of message does such advertising convey? Why shine any amount of light on a bank brand?

I see such advertising as a waste of energy and a misuse of your member’s dollars.

Instead, promote your brand in a positive way by highlighting your credit union’s value proposition as rooted in the cooperative principles. No bank will ever come close to matching such integrity and value.