NEWPORT, R.I. -- "Ads create awareness--your brand is at theservice level," said Branding/Marketing Expert and The Brand WhoCried Wolf Author Scott Deming, who was the closing speaker atNAFCU's Volunteer Conference.

Continuing that service in general is at an all time low, Demingsays credit unions need to focus more on the relationship buildingprocess instead of features and products. When he asked theaudience to raise their hands if their competition offers similarproducts and services--everyone had their hand up.

"You're selling commodities. So if you can't differentiate bywhat you sell then you have to do it by how you sell," said Deming."The first step is to stop looking at the world and everything youdo through your perspective and what you have time for. Putyourself in your members shoes and look around at what needs tochange so you can develop ways to help transform your memberslives."

He uses the example of working parents to drive the pointhome.

"It doesn't matter to your kids if you have a bad day, longdrive or anything they want that attention and love at that momentnot after we have a moment to relax," said Deming "It's the samewith your members, differentiate yourselves by the service leveland the focus on the relationship. It is really about creating abelief system, an experience so unique they are unwilling to partwith."