Reflecting what it calls a more realistic definition, City Credit Union of Dallas has renamed marketing as the brand innovation department.
The unit covers traditional areas like product development, media and public relations and general marketing, but the new name represents a truer service ID, said the department's director, Marianne Johns.
The $210 million CU, meanwhile, has been reaping publicity and goodwill in recent months from a paid-for five minute segment on CU safety/soundness and financial literacy telecast during ABC's Good Morning Dallas show.
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The "Dollars and Sense" program, featuring interviews of City President/CEO Sharon Moore, has had good ratings and has given the CU a high profile as a financial education source. "It's pure financial education and there's no product push at all," Johns said.
Several months ago as consumer concerns over the financial meltdown began rising, a full page City CU newspaper ad titled "Safe. Sound. Secure" also produced new business, Johns said.
"We had one guy walk in with a $250,000 deposit, apparently withdrawn from a brokerage account," Johns said, noting the ad drew other accounts as well. "It was really quite surprising what we got from that ad even though that kind of advertising can be expensive," she said.
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