BOCA RATON, Fla. — A pair of presentations meant to discuss howcredit unions can better attract new members and become the firstcult brand in financial services had to confront some negativeconsumer comments as Neil Goldman, senior partner of GoldmanConsulting and Strategy, shared some of what his firm had heard ina series of focus group meetings with consumers who are not creditunion members.

(CO-OP CEO Stan Hollen discusses the evolution ofTHINK over the past five years in this video.)

Goldman made his presentation to credit union executivesattending the THINK 12 conference on Tuesday and the comments came fromvideos of the focus group sessions.

“There is a credit union branch a little close to my house, butit always looks a little seedy to me,” said one focus groupparticipant from South Florida, the region from which theresearchers drew most of their participants.

Other comments included, “I wouldn't know where to find one inmy area,” “I don't know where any are,” and “I don't think I canbelong to one since my work doesn't offer it.”

Goldman called comments like these and the misunderstandings andignorance that underpinned them, “stumbling blocks” that hascropped up in the opportunity big banks had given credit unions togrow in the last two years.

“I am not going to open up the whole conversation over apotential national brand since we all know how controversial thisis and I don't want to go there,” Goldman told the assembledexecutives.

But reacting to a comment from another focus group participant,Goldman asked if there might not be room for national signage.

“Imagine if above every Chinese food restaurant in the countrythere appeared a large Chinese symbol that let consumers identifythat was a location where they could find Chinese food,” hesaid.

“Doesn't it stand to reason that more consumers would eat moreChinese food? How about for credit unions? That's what creditunions need on the road to becoming more consumers' primaryfinancial institutions, they need to make it easier for moreconsumers to identify them to purchase more of their type offinancial services,” Goldman said.

Goldman was paired in the session with Alexis Maybank, foundingCEO of Gilt Groupe, an online retailer which has become anacknowledged cult brand. Maybank shared how the firm came touse so-called “exclusivity marketing” to excite consumers and, inturn, generate consumer data that allowed the firm to furtherpersonalize the shopping experience and become one of the mosttrusted consumer firms on the Internet.

“You cannot advertise your way to trust,” Maybank told theexecutives.

“Consumers have to feel the trust you earn in the many differentways you interact with them,” she said.

Alexis Maybank talked about 'exclusivity marketing' amongother topics during her presentation.