Keep it simple, stupid.

It's an old, overused phrase, but it sure rings true.

Running a successful credit union isn't rocket science or brainsurgery, but it's not easy, either. I've reported some prettycomplex stories that made my head spin, and I can't imagine howtough it must be to actually be responsible for managing thosetopics. Technology, legal challenges, risk management, compliance,budgets, vendors—and somehow, you have to fit serving members intothat laundry list.

That's where the simple part comes in.

Look at our website. Allday long, Credit Union Times posts stories about thecomplicated issues listed above. But as I make the final touches tothis column, our most popular story is a simple list of creditunion mascots.

Perhaps our readers just want a diversion from the complexstories that dominate our pages, but perhaps not. Could it be thatwhen it comes to connecting with members and creating a brandthat's different from the big bank on every corner, it's thatsimple?

We all talk about how financial services have evolved intonothing more than a commodity. Checking accounts and car loans areall pretty much the same. We rack our brains over pricing, riskprofiles, target marketing, traffic patterns and anything that willgive us the edge we need when members arrive at that zero moment oftruth.

But then something as simple as Petey the Pelican draws crowds of kids begging for photos andattention as he represents the $218 million Pelican State CreditUnion in Baton Rouge, La.

While you're brainstorming ways to attract younger members,think about the parents trying to run errands with a bored,troublesome kid in tow. For him or her, where do you suppose thatzero moment of truth happens?

I know I've had days when getting my toddler to shut his cryhole for just five minutes—just give me five ding dang minutes,kiddo—is worth far more than a few bucks a month saved on my carloan.

The last page on that mascot story really hit home. Cami andZoey, two cute little dogs from the $9.5 million CanDo Credit Unionof Walbridge, Ohio, are the simplest mascots of all.

They don't promote financial literacy or match the creditunion's Pantone logo colors; they are merely the pets of the creditunion's CEO and spokeswoman, and hang out in the branch duringbusiness hours.

From the story: “Our dogs remember exactly which members bringthem treats. They share a toy box in the back offices and the kidsknow this. They come back and get balls to throw for the dogs andthey play tug-of-war with them.”

A simple connection.

Now, I'm not stupid enough to think Cami and Zoey are a cure-allfor the problems small credit unions face, or credit unions of anysize, for that matter. They can't provide economy of scale, bringdelinquent members current or help you understand what the heck isgoing on with that interchange court case. But they are the perfect exampleof the credit union difference.

I think you agree, and that's why that story shot to the top ofthe most read list within 24 hours, and smashed our records onGoogle Analytics.

Even if the story is popular only because it's a diversion, itstill worked. You're credit union professionals, but you're alsoconsumers, looking for that simple something.

Credit unions that keep it simple are also the ones we'll trotout before Congress as the House Ways and Means Committee considersour tax future. Who better represents the credit union difference:the guy who brings his dog to work to stretch his marketing budget,or the one who, according to the CUES 2012 Executive CompensationSurvey, demands a banker's salary?

Instead of crafting complex and somewhat hypocritical talkingpoints, credit unions should keep the message simple: Americanshave the right to access tax-free, not-for-profit financialcooperatives. Period.

And not only should you speak that simple cooperative truth, youshould live it, too.

Look, I'm all for getting paid. As a female executive, I thinkit's wonderful the female-friendly credit union industry is earningcompensation on par with the male-dominated banking industry.(Although I do wonder how those compensation numbers would lookbroken down by sex.)

But don't cash that bank-sized paycheck while claiming that aholier-than-thou devotion to service makes you different.

Members of Congress may make some boneheaded decisions, but theyain't that stupid.