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What nudges consumers’ buying decisions is what the product does for them and how they feel about it.

But a tagline and marketing are only a small part of a brand. Your brand is not how the institution defines it; it’s how the institution is defined by its members. I think that’s a clear problem as some formerly single-sponsor credit unions convert to community charters but hold on to their old moniker even when only a small percentage of their members are still from the sponsor organization. That 85% of your membership defines the institution.

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