Members Get A Name To 'Think' About
IBM CU employees don't have to think about it anymore.
After two years of research and testing by staff and an outside branding firm, they have agreed on a new name that
Think. No, not you.
Think is the new name of the $1.1-billion CU that serves a little more than 86,000 members in nine states.
"The thinking behind it is that we wanted to pay homage to the CU's history and still provide a positive name that
With more than 300 companies besides IBM in its FOM, Floyd said, the name had to have wide appeal. "A lot of
With the help of Name Tag International, dozens of names were suggested, considered and weeded out until only a
The questions asked, Floyd said: "Do you view the word as a positive or negative?'' and "How would you feel if the
The third was quickly booted and replaced with a "fake" name. Not surprising, he said, voters said it was weak. And,
With the launch expected this week, Floyd said, the fit couldn't be more perfect. Not only does it feel good rolling
Balloons and treats will be available at all of its nine branch offices to draw attention to the name change.
Floyd attributed carefully timed planning- "We finalized the name in December,'' he said-inventory with the old
"We do a lot of special events that include giveaways,'' he said. "With a six-month window, we were able to manage
He said staff was also able to estimate and produce only the number of brochures, publications and forms it would
"We also made the decision not to reissue all of our plastics and our checks at once,'' he said. "That alone saved a
Floyd said he expects the new name to appear on the company's Intranet, Internet, publications and signage by the