Radical rebrand lauded as bold, new direction
Lauding it as one of its crowning achievements, the marketing team at First Community Neighbors’ Choice Community Federal Community Credit Union took a little time to celebrate its recent rebranding campaign with some other FCNCCFCCU employees last Thursday night at a local Applebee’s. This celebration comes on the heels of the good press FCNCCFCCU received after being cited in a recent case study.
“FCNCCFCCU has long prided itself on maintaining a decidedly consistent image throughout our various marketing pieces and advertising campaigns,” said Marketing Director Gill Palmer during a pause in his consumption of mimosas. “We feel that this recent rebrand takes us in a bold, new direction while still maintaining a solid foothold in our past tradition.”
Asked what the biggest element of the rebrand was, Palmer responded that color would likely be the most noticeable differentiation from the previous iteration of the FCNCCFCCU brand.
“In what can only be seen as a bold step, we’ve decided to move from Pantone 15-5217 to Pantone 15-5519. We think this fresh, new, bold color will be the foundation of our bold, new brand identity; while at the same time we’re not forsaking our roots as an organization.”
When pressed to clarify the color change, Palmer noted that “in layman’s terms, we’ve taken the bold step of shifting from Blue Turquoise to standard Turquoise. We like how it pops.”
FCNCCFCCU employee Bryce Winkleman, who we found devouring chips with spinach-artichoke dip, seemed to concur with Palmer’s assessment. “I’m told this is a bold, new direction for FCNCCFCCU,” he said between mouthfuls of chips.
“I guess it’s a big deal,” fellow employee Natalie Maxwell chime in. “I’ve never seen our leadership team so excited about something.”
Palmer’s team conducted approximately 17 different focus groups prior to the rebrand effort, and according to Palmer, those groups provided valuable feedback. “The groups seemed somewhat satisfied with our current brand. That confirmed the feeling we had that we need to be bold and conservative at the same time. That way, we figure we can keep almost everyone at their current somewhat satisfied level. In fact, we’re hoping to ruffle exactly zero feathers, and not contribute to making any sort of waves in the market.”
Palmer added that an initial round of consumer sentiment surveys have already been sent out, and the preliminary results seem to indicate that the majority of those surveyed had no idea a rebrand had happened, and therefore remained somewhat satisfied with FCNCCFCCU.
