The Story

A few weeks ago I had the opportunity to do a field test on two taglines for a credit union client. What a branding experience indeed. Not only did I get to experience first-hand what their current and potential target market audience responded to (and not to mention what they looked like and sounded like), but they were able to physically experience a brand with their voice, their eyes, and by touch. And boy did they have a voice, especially the respondents who were not current members of this credit union. I was hammered with questions like “Before I give you an answer, tell me again who you are and what you are doing?” or “Who wants to know what I think?”

Experiential Bank Branding 101 ensued - and this is where I came in. I was able to look them in the eye, shake their hand and talk to them about how this particular client actually cares about their target audience. And they were proving it by sending me to all of their branches and asking for everyone’s opinion, whether they belonged to this financial institution or not.

If that isn’t a great example of a credit union proving the story, then I don’t know what is. I don’t think my bank would even consider doing this type of front-line branding. Would yours?

This entry was posted on Wednesday, May 14th, 2008 at 10:08 am and is filed under Bank Branding, Credit Union Branding, Bank Marketing, Branding, Credit Union Marketing, Experiential Brands. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.