Credit Union National Association, Washington, the trade group for 11,000 credit unions, on June 18 launches its first national branding campaign as credit unions try to hold onto market share that has come under siege by for-profit financial institutions. CUNA will unveil a new logo and slogan: "America's credit unions, where people are worth more than money." The group also plans to develop TV spots that hype the personal service aspect of credit unions. The spots will be distributed to state credit union associations, which will have the option of buying TV time to air them early next year. The Malahat Group International, Vancouver, is the agency.
Copyright June 1999, Crain Communications Inc.