BARCELONA, Spain–Whether nationally, at the state level or in local markets, credit unions in the U.S. considering a joint brand campaign might want to take a piece of advice from New Zealand’s credit unions.
Those CUs appeal to Kiwis first as "customers," and later as "members."
Credit unions in the country have created a symbol reading "NZ" and "CU" with the NZ typographically above the CU. According to Janet Gibb, general manager-HR and marketing with Credit Union North on the country’s north island, media messages speak of becoming a credit union "customer" because to begin with you have to get (consumers) into the credit union, because when you say ‘member’ it sounds like a secret society. Once they are in the credit union we then begin to talk about being members."
"We found the smallest things are the biggest issues. On the South Island 5 CUs had all merged and formed Credit Union South. Others on the north island also merging. This created four large CUs in New Zealand, and then a lot of smaller CUs. They all became paranoid about what are these other guys doing and are they out to destroy us. Yet in our country the large CUs had always subsidized the smaller CUs. But unfortunately it had an effect on the whole country. Our small CUs began to block votes at AGMs because they were concerned they weren’t being heard.
