Mixed Branding May Keep Promises From Falling Short
In the constant bid for growth, it may help to work on building and reinforcing a strong foundation before chasing the next new thing.
That’s one of the findings from a new CUNA Marketing & Business Development Council white paper, “Designing an Integrated Brand Approach.” Part of that foundation mix means integrated branding.
“It has to come from the CEO, board and leadership team, be ingrained in the culture or it’s impossible to have an integrated brand. Everyone here has to want to get it right for the member and each other,” said Davis.
For instance, Red Canoe has a team of people who get it and truly believe in the brand, she noted. There’s a great sense of pride and accountability and that buy-in is essential, Davis said.