Posts Tagged ‘Branding’
Five ways to be more differenter
Remember those Kraft Macaroni and Cheese commercials a while back, where kids exclaimed “It’s more cheesier”? I cringed every time I heard this phrase, and so did thousands of other writers and English majors. Painful grammar aside, the Kraft marketers have a point. To succeed, you have to amplify the differences. Crank up the cheese…
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What are you known for?
Successful companies are known for something, usually their best-selling product. That something becomes representative of their brand identity. Once they are recognized for that product, they are able to then build on that base and expand their offerings, introducing just enough new variations each year to keep their market connected. McDonald’s has a variety of food items,…
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Culture eats marketing for breakfast
In most companies, brand image is controlled by management, which sets the tone for the corporate culture with a focus on either profits or customers. Amazon.com Founder/CEO Jeff Bezos made news one year for working at one of their fulfillment centers in Kentucky, and has made it a requirement for every employee to spend two days…
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How does your web site measure up?
How do you measure the success of a credit union website, and how do you justify spending money on it? We’ve had some interesting discussions lately on metrics for CU sites, and here are the points raised: One key is to remember that to members, your site is a tool – not an entertainment destination or…
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How’s Your Spanish?
Immigration reform may be a hot-button issue right now, but credit unions need to open their doors wider now — assuming they want to stay relevant in the future. According to Pew Research Center, the population of the U.S. will rise from 296 million to 438 million by 2050. Almost all (82% or 117 million)…
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Are you a commodity?
Is it any wonder the public does not know there is a difference between credit unions and banks? To the average consumer, financial services are often seen as a necessary evil, or at best, a commodity — something pretty much the same quality no matter where you get it, and sold by such a large…
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Your Members Aren’t You
To make an emotional connection with someone, you have to tailor your communication to their wants and needs, not your own. This seems pretty obvious — most people know that they should use simpler language and and talk about “kid stuff” when talking to children, and they probably shouldn’t use swear words around Grandma. But…
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Positioning 101
The vast amounts of communication seen daily by each person is staggering. Each year in the U.S., the average person has more than 200,000 advertising messages pushed at them, 30,000 books are published (enough to keep you reading 24 hours a day for 17 years), while 25,000 new trademarks are added. It is said that…
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