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When students train to be doctors they take an oath to "First do no harm." It's a shame that CU leaders responsible for marketing don't make the same promise. Because whether you follow a clear, logical strategic path or toss all your marketing efforts into a cart and make a run for more assets, more members, more checking accounts, more of whatever you can get with a big net and good intentions, your Credit Union's future is being determined by the ways you "market" it today.

Attention, credit unions near Apex, N.C. Consumers there lead the nation in going online and searching the topic "auto loans." But beware: that same town, by a long shot, also leads the country in searching the topic "credit card debt."

While in Connecticut recently visiting with a data processing solutions provider, a company representative showed how biometrics had been deployed, with certain employees needing to use a fingerprint to gain access to certain areas.

Editor's Note: The following is the text of a comment letter written by Visions FCU CEO Frank Berrish on NCUA's proposed rule on Part 703, Repurchase Transactions First Lien Mortgages.

For years, credit unions have endured attacks by the banking industry aimed at the "unfair" tax benefits credit unions receive from the government. Banks and thrifts have tried to put credit unions under a spotlight, hoping some reason will emerge for why the credit union community should lose its tax-exempt status.

If you want to put into perspective the extraordinary, important issue now before NCUA-and before every reader of this publication-follow this simple exercise and exchange the words "credit union" with "American democracy."

Why does marketing to indirect lending (IDL) members usually fall on deaf ears? Why are response rates so low when institutions market to members who maintain their primary checking account elsewhere? When consumers are asked to name their primary financial institution, over 95 percent name the institution where they maintain their main checking account.

The college football season is now officially about two weeks old, so it's time to unveil The Credit Union Journal's proposed new system for ranking the teams - according to the credit unions that serve those universities.

I hear a lot of talk about brand extensions these days, from marketing people and CEOs alike. They're becoming the iPod of the credit union marketing world. Lots of people want to do brand extensions because they're trendy, they can be totally customized to the credit union, and they make great lunch conversation.

As a past chairman of the Credit Union Legislative Action Council of CUNA (CULAC), I take strong exception to The Credit Union Journal's characterization of CULAC's recent independent expenditure campaigns as a "major setback." ("CUNA Efforts in Primary Races Experience Major Setback," Aug. 11)