Searching for a more realistic definition, the $210 million City Credit Union of Dallas has renamed marketing as the brand innovation department.

The renamed department covers traditional areas like product development, media, public relations and general marketing, but the new moniker represents a more accurate service identification, said the department's director, Maureen Johns.

The Dallas CU has been reaping goodwill in recent months from a paid five-minute segment on CU safety and soundness and financial literacy during ABC's "Good Morning Dallas" show.