Do credit union names matter?

“What’s in a name? That which we call a rose, by any other word would smell as sweet.”

Juliet compares Romeo to a rose saying that if he were not named Romeo he would still be handsome and be Juliet’s love. Shakespeare’s metaphor might not work as well today. For there are numerous varieties of ornamental roses that produce little or no fragrance.

And so it is with credit union names. Some are closely linked with the founding charter: State Employees, Stanford, American Airlines, and Utility Employees. Some reflect an enhanced market ambition: Affinity, Summit, Community, or even Global.

Finally, there are some that are just plain head-scratchers —made-up words meant to convey an impression or feeling that is not immediately clear.

 

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