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A unique, tailored strategic brand approach to students has helped Generations FCU achieve what many have said couldn’t be done – making financial education cool.

A common thread among this year’s CUNA Diamond Award Winners has been their ability to dig deep to identify and address challenges unique to their organizations.

According to Stephen Black, vice president of marketing and community affairs at Seattle-based BECU since 2005 and 2006 there has been a strong commitment to build awareness, consideration and preference for the credit union. He said the $10 billion credit union has had a lot of success in doing so and doubled its market share in that time among those who consider BECU their primary institution.

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