Bank Attacks, Differences Drive CU Campaigns
To bash or not to bash banks?
It’s been a hotly debated issue that probably won’t be definitively resolved any time soon.
You won’t find any bank bashing at Summit Credit Union. Incorporating an element of emphasizing the positive has been the approach at the $1.6 billion Madison, Wis.-based credit union.
Amid the flurry of antibank campaigns in 2009, Summit CU took a different route and launched two initiatives: Pay it Forward and Project Money. Just last year it added a third initiative: the Do More team. Created as a way to further reinforce the brand position that Summit is about building relationships not selling products, the initiatives have also served as a way for members to experience the credit union’s values first hand.