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Kelley Parks tests attendees who roll dice to pick well-branded companies and pretend that company imposes its values on your credit union.

OCEAN CITY, Md.— One of the many lessons Kelley Parks learned in going through the process of rebranding Call Federal Credit Union was that loyalty to your founders is important in rebranding your organization.

When Parks, who now runs her own marketing firm gira{ph}, first started at Call FCU, she got a pack of cigarettes with her paycheck. Call’s original sponsor was Phillip Morris. The statement “Tobacco is money” was printed on Call-issued checks.

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