Beyond Marketing LLC has announced a new brand and a newname.

The Lenexa, Kan.-based marketing CUSO will now operate under themoniker, BYM Agency.

“BYM decided to take a page from its own book when rebranding toreflect the 'why' behind everything it does. The agency has chosento focus on the qualities that differentiate credit unions andCUSOs from their competitors,” the CUSO said.

“A company's brand is similar to a person's reputation,”Larry Hayes, CEO of BYM Agency said. “An authentic brandemanates from everything that the company does.”

As an agency, BYM works at combining the creative and analyticalsides of the spectrum in everything it does, Kat Anstine, agencydirector at BYM said.

“And we see ourselves continuing to move further into behavioralor context marketing. That's where we can introduce products onlyto those who are in a credit union's FOM, while they areresearching their next car or home,” Anstine added.

With the new name, BYM said it has launched a new website thatis designed to support credit union marketers by sharing bestpractices for unleashing marketing potential.

Tony Schappaugh, web developer at the marketing agency, said thesite is meant to be viewed everywhere and on any device.

“Our new site uses some of the latest web technologies to createan experience that reflects the excitement and creativity of BYMAgency. We see our new site as more than simply a redesign. It's anew way to tell our story.”

CU Holding is a wholly-owned subsidiary of the $490 millionMazuma Credit Union in Kansas City, Mo. It oversees BYM Agency,XtraCash LLC, SimpliFast LLC, InsureKC LLC, MemberInsure,TruHome Solutions, TruHome Title Solutions, and MEMBERS DevelopmentCo.