HENDERSON, Nev. — The “Optiva” branding controversy over creditunion name selection turned out to be a prime topic for debate atCUNA's Marketing & Business Development Council conferencehere. (See related coverage on page 1-36).
Jumping into the fray was one of the keynote speakers, BrianCollins, chairman and chief executive of the Brand Innovation Groupof Ogilvy & Mather Worldwide, who called “Optiva” a“meaningless, horrible name and you can quote me on that.”
“It sounds to me like a medicine for a bad illness,” saidCollins, who kicked off the four-day CUNA meeting with a talk onways CUs can add more “surprise” and dynamic storytelling to theiradvertising.
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