Discovery: CU ‘Brand’ in SixWords or Less

LAS VEGAS - (06/26/06) – Credit union management shouldbe able to say what the CU is about in six words or less, whichwill help develop its brand. That was the message from Mark Arnold,senior vice president for Neighborhood CU in Dallas. Arnold, alongwith Harvey Briggs, executive vice president and director ofinnovation for Madison, Wis.-based development firm Lindsay, Stone& Briggs, led an educational session on building a lastingbrand at CUNA Mutual Group’s Discovery conference hereThursday. Arnold said branding requires a long-term approach, a CEOwho serves as a “brand champion” and a staff that buysinto the brand. Briggs said the four keys to a strong brand arerelevance, differentiation, awareness and consistency.