MADISON, Wis. — Nearly two years in preparation, Thursday, CUNA's Marketing and Business Development Council released a long-awaited 62-page "white paper" on national branding containing diverse and often starkly conflicting views on how the industry should perk up a national dialogue.

"Our intent in producing this paper was not to advocate or discourage a national branding campaign, but rather to educate people on the multitude of issues that surround the topic – both the pro's and the con's," explained Michael Weber, chairman of the CUNA panel and vice president-marketing and public relations at Dupaco Community CU, Dubuque, Ia. Indeed, the report titled. "A National Brand for Credit Unions: A compendium of opinions about a national brand for the credit union industry" contains the views of numerous consultants and marketing practitioners claiming both CUs lack the will or resources to pursue new branding as well as those citing its urgency. "Should credit unions develop and promote a national brand? Absolutely, unequivocally, yes", wrote Randy Harrington, CEO of Extreme Arts and Sciences, of Eugene, Ore. who quickly added, "Will they? No, not a chance unless there is a significant sea change in the leadership vision of the movement." Another, Rob Kimmett, senior vice president-marketing at the Massachusetts Credit Union League, said the structure and attributes of individual CUs are too diverse making national branding "a misnomer" and impossible to achieve. CUNA said it has invited all of the report authors to participate in a lively branding discussion at the council's annual conference March 16-19 in Nashville. The report is free to the 1,000 members of the CUNA Council but non-members can obtain a copy for $50, said CUNA.