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CU System
Trade publisher Telling the CU difference is key to survival
BLOOMINGTON, Minn. (4/18/08)--Communicating the credit union difference is the key to credit union survival, a trade publisher told attendees of the Minnesota Credit Union Network’s Annual Meeting and Convention April 11-12. Frank Diekmann, publisher of the Credit Union Journal also told credit union professionals and volunteers about events occurring in the credit union industry and political arena. “Credit unions have done a poor job of talking about themselves to the public at large,” Diekmann said. “Credit unions represent a value, and it’s a value that transcends time. You need to remember that and tell people that.” While branding is important, a credit union’s brand is its members’ stories and people’s perceptions of the credit union--not a logo or color scheme, Diekmann emphasized. Members must constantly be reminded that they are members, and they should be educated on what that means, he continued. It is essential for the industry to communicate the fundamentals of credit unions not only to members, but also to consumers, elected officials and the media, Diekmann added. Larry Jacobs, political pundit at the University of Minnesota, also addressed the convention group. Before beginning his presentation about nomination politics, Jacobs complimented credit unions, saying “the ability of our communities to be economically viable requires our credit unions.”
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