What does "credit union" mean? Other than those in the industry,polls have shown time and again, very few have any clue. Yet, thebasic idea of a bank is understood by anyone over the age ofsix.

Credit unions need to get over the idea of marketing themselvesas different. If no one knows what you are, no one knows why you'redifferent; it's irrelevant. Being a credit union is a great thingto be, but marketing your credit union as such is a waste of time.Drop the "credit union" from your marketing. Not necessarily fromyour branding but from your marketing.

Members, another term to get rid of, use credit unions to dotheir banking, fulfill their financial services needs, however youwant to put it. Members do not use credit unions to do their creditunioning. Why reinvent the wheel.

The idea of having to "join" a credit union also just seems likeone more hurdle to adding members. Joining something signals acommitment. Consumers don't want that for their money. They wanttheir financial institution to commit to protecting their money,earning interest on their money, or lending their money. They donot want to commit to the financial institution. That kind ofcommitment should be earned, not thrust at members upon a firstmeeting.