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NEWPORT, R.I. — “Ads create awareness–your brand is at the service level,” said Branding/Marketing Expert and The Brand Who Cried Wolf Author Scott Deming, who was the closing speaker at NAFCU’s Volunteer Conference.

Continuing that service in general is at an all time low, Deming says credit unions need to focus more on the relationship building process instead of features and products. When he asked the audience to raise their hands if their competition offers similar products and services–everyone had their hand up.

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