Expert: Focus On BrandOverstated

Register now

TUCSON, Ariz. - (04/12/06) - The credit union focus on 'brandbuilding' is misplaced, according to a former executive with acompany that has quickly established a brand itself--JetBlue. AmyCurtis-McIntyre, former vice president of marketing for JetBlueAirways, told CUES' Nexus conference here, "If a company sets outto build a great brand, that is putting the cart before the horse.Build a great company based on respect. Create a good product andmarket it right. But remember: the most brilliant marketing looksreally easy. Don_t complicate it; keep it simple. Figure out whatto say, say it clearly and often." Curtis-McIntyre urged creditunions to do things that surprise members. "This is the mostpowerful free advertising you_ll ever get.It is not hard to getpeople talking about their bad airline experiences, but equalityand respect resonate across the board."

For reprint and licensing requests for this article, click here.
MORE FROM AMERICAN BANKER