CHICAGO – Credit unions which wish to innovate to sharpen theircompetitive edge should first take a clear eyed and honestassessment of themselves, urged a marketing executive responsiblefor some of the best known and most successful advertingcampaigns.

While at Home Depot, John Costello helped develop the nationalad campaign for the home supply store of “you can do, we canhelp.”

Now as chief global marketing and innovation officer at Dunkin'Donuts, Costello has helped develop the “America Runs on Dunkin'”campai

“Ask yourself the questions you hope that no one else ever asksyou,” Costello said Tuesday in his session at the THINK 2013conference in Chicago.

He pointed to brands like Cadillac, Chrysler and Domino's Pizzawhich, he pointed out, had turned the spotlight on their ownoperations that had lost track of their connections withcustomers.

“Think how hard that must have been,” he asked, “to bothrecognize that your product is not good and to admit that as partof a national campaign.” Costello noted, referring to Domino'snational campaign which recognized the product's failings andinvited consumers to try again.

This self-examination and authenticity are key today, he pointedout in a question-and- answer period afterwards, because they arealso among the foundations of social media.

He described how Dunkin' Donut executives often receive emaildirectly from consumers and told how their rapid response turnswhat often started as a complaint into a positive experience.

“Consumers know that companies or credit unions aren't perfectand they are looking for perfect. They want to know if youare listening and responding,” Costello said.

He also likened credit unions in the local financial servicemarket to Dunkin' Donuts franchises in that people like workingwith local institutions where they are known over large brands thatmight be remote.

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• The Great Change Debate
• THINK 13 on Wednesday: SlideShow
• Starring on Google+
• Mayor Booker Keynotes on Change
• Innovation That MaintainsIdentity
• Innovation Needs Controls
• THINK 13 on Tuesday: Slide Show
• Leaders Should Talk Last
• CO-OP Rebrands ATM, BranchingNetworks
• Chicago Confab Kicks Off