(This column from GTE Financial President/CEO JoeBrancucci explains the rebranding of the former GTE Federal Credit Union. Amarketing consultant's arguments for keeping “Credit Union” in thename will be posted next Monday.)

GTE Financial (formerly GTE Federal Credit Union) has a missionthat we take very seriously – to be the preferred financial serviceprovider and employer in our marketplace. Our members' financialneeds and the way they do business have evolved and our rebrandingreflects the modern, innovative and vibrant cooperative GTE hasbecome.

The use of the term “financial” will convey that membership isopen to every individual and business in our communities and notsimply select groups. Modernizing our name and logo will alsoelevate our retail image in the marketplace so that the GTEFinancial brand will appeal to younger generations and a broaderdemographic.