Bottom-Line Branding

by CO-OP THiNK

John Costello, President Global Marketing & Innovation Dunkin’ Brands Inc., discussed in his insightful keynote how credit unions can build a strong brand in a changing world. While Dunkin’ Donuts is a global giant, the similarities with credit unions are intriguing: Customers still do business with their local store, just like successful credit union are built on daily human interactions. So, how do you keep a 60-year-old icon relevant to customers today? How can customers stay relevant to customers today.

John Costello introduced six key principles: 

Confront Reality: Winners honestly assess what’s working and what’s not.

You have to ask yourself: What is your credit union for? What is your purpose? Who is your credit union for?

Differentiate or disappear: Why should I choose your brand over all my other choices?

Strong brands have a clear point of product and brand differentiation. The Who, What and Why define our fundamental brand premise. However, it’s important that yourpositioning resonates.

Embrace a 360 approach to meeting customer needs: Everything that touches the consumer defines their experience.

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