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National CU Brand Campaign

America's Credit Unions: Where people are worth more than money.

The purpose of a national credit union brand is to communicate the overarching credit union brand position--the values-based credit union difference--to build both broader awareness and deeper loyalty among consumers. It will add strategic depth to your credit union’s tactical marketing carried on at the local level. Each individual credit union will be able to leverage its own brand by helping promote the national credit union brand and what it stands for. This unified brand marketing will operate on the principle that "all of us is better than each of us." It is a cooperative marketing approach that has worked for other collective "mega-brands" like cotton, pork, and milk.

Frequently asked questions about the National Brand Campaign

Note: Some of the files listed below are in PDF file format. If you have trouble opening these files, here are some additional instructions.

Downloadable National Brand Campaign Logos for your own use

Examples of National Brand Campaign Signature Usage

View samples with the National Brand Campaign Logo to offer ideas for your own customization.

National Brand Campaign Marketing Materials

New "Switch" Marketing Materials!

View the most recent National Credit Unions Brand Campaign marketing campaign encouraging consumers to make the "switch" to a local credit union.

"Switch" Print Ads

"Comfort Zone" Marketing Materials

View a series of ads emphasizing the need to feel comfortable that your financial institution understands your needs.

"Comfort Zone" TV Ads

"Public Education" Marketing Materials

View materials available for purchase aimed at accentuating the credit union difference to the public.

"Public Education" Magazine Ads

Note: Three 30-second public education radio spots are also available. For information on these materials, please see the price list/order form or contact CUNA by calling (800) 356-9655, ext. 5778 or e-mail klong@cuna.coop.

Spanish "Public Education" Marketing Materials

View the materials available for purchase to raise the Spanish-speaking public’s understanding of credit unions as member-owned, not-for-profit financial cooperatives. The Spanish materials are similar to the English version, but also contain a new bus board component included with the collateral print materials.


Spanish bus board

Spanish "Public Education" Bus Boards

For more information on these materials, please call the National Credit Union Brand Campaign Information Line at (800) 356-9655, ext. 5778.

National Brand Campaign Research Documents

View a variety of reports and summaries regarding the development and thought process behind the National Brand.

Thanks to the California Credit Union League for generously sharing its 2004 Reno Cooperative Ad Campaign Study that tracked the effectiveness of an ongoing advertising campaign in the Reno, Nev. area. The survey, conducted by Strata Research, measures how the use of the national credit union brand "Public Education," "Comfort Zone," and "Switch" series of advertisements positively affected consumer awareness of credit unions.

You may also view the results of the 2003 Reno Cooperative Ad Campaign Study here.

Note: This information is for use by affiliated credit unions and state leagues. Because of the proprietary nature of the information, an access code is required. If you are an affiliated league or credit union and do not have an access code you can fill out this form to request access.

Non-affiliated credit unions wishing to obtain this information should call CUNA at (800) 356-9655, ext. 5778.

National Brand Campaign Tool Kit

Use these links as a guideline for taking advantage of the National Brand Campaign.

America's Credit Unions: Where people are worth more than money

Copyright © 2008 - Credit Union National Association, Inc.