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CU System
Integrated Branding Topic Of Council Paper
MADISON, Wis. (5/31/13)--In modern advertising in general, and for credit unions specifically, the 21st century is summarized in two words: integrated branding. A new white paper from the CUNA Marketing & Business Development Council explores credit union brand integration and management, incorporating insights from credit union experts and discussing tools necessary to achieve success.

The paper, "Designing an Integrated Branding Approach," goes beyond branding to illustrate how an integrated brand can be implemented at all levels of the credit union, benefiting staff, members and the bottom line.

Branding encompasses everything a credit union is and does, from the way the boardroom is designed to the cleanliness of public restrooms. Integrated branding is a demanding master and leaves nothing untouched, said author Mark Arnold, president of On The Mark Strategies.

Americans are under siege when it comes to product advertising. Every year in the U.S., companies spend more than $300 billion marketing their goods. Out of every 60 minutes of primetime television, more than 17 minutes are devoted to commercials. Consumers see ads placed above urinals in airports and restaurants, ads on toilet paper in Europe, and even ad spaces sold on peoples' foreheads, Arnold said.

Everywhere one turns, from e-mails and text messages, to online ads and blimps, brands are literally everywhere. The question and challenge for credit union marketers becomes: How do you cut through all this mess and reach your members and potential members?

The answer is integrated branding, said Arnold. Building a consistent, lasting, monitored, upheld and delivered brand is the only way to slice through the din of everyone else's messages and hope to be heard. According to a recent marketingprofs.com article, those companies practicing integrated branding (also sometimes referred to as multichannel advertising) report the following results:

  • 48% have increased impressions (influencing perceptions of other people) more than 15%;
  • 43% say they've gained more than 15% in customer satisfaction scores;
  • 40% are generating more than a 15% improvement in marketing-attributed revenues;
  • 24% report a 15% reduction in average sales cycle length; and
  • 34% report more than a 15% increase in return on marketing investment.
Four main points are covered, including: 1) Definitions and Trends, 2) How to Develop an Integrated Brand, 3) Integrated Branding Tools and 4) Tactical Ideas.

To access the paper online, use the link.
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