When it comes to executing amarketing campaign that has to appease both members and businesspartners, credit unions should ensure the message doesn't getmuddled.

That's according to Mark Arnold, president of On the Mark Strategies, a Carrollton,Texas-based branding and strategic planning firm that serves creditunions.

After launching its “Expose the Truth” campaign June 9, aimed toeducate consumers and members about rate markups at autodealerships, the $3.1 billion Space Coast Credit Union in Melbourne, Fla., pulled the entireeffort July 18.

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