The latest from Mark Arnold

May 24, 2018 - by Mark Arnold, On The Mark Strategies

Culture eats brand for breakfast

And lunch. And dinner. And snack time. You get the idea. Any credit union attempting to either create a new brand or revise a struggling brand faces this titular challenge. ...

Apr 19, 2018 - by Mark Arnold, On The Mark Strategies

Your brand is not a promotion

One key challenge facing many credit union executive leaders is maintaining the momentum of their unique brand culture. A way to address this issue comes from the following key brand ...

Mar 28, 2018 - by Mark Arnold, On The Mark Strategies

Niches lead to riches

A few years ago I was conducting a strategic planning session for a client. During a chat with the CEO and board chairman prior to the on-site event I asked ...

Feb 28, 2018 - by Mark Arnold, On The Mark Strategies

Three signs your credit union brand is in trouble

Branding continues to reign as a hot topic in the retail world, including our own little niche here in credit union land. Keep in mind, credit unions are retail operations ...

Feb 5, 2018 - by Mark Arnold, On The Mark Strategies

Is your brand a carnival house of mirrors?

If you’ve been to a state or county fair you’ve probably seen the “house of mirrors” attraction. The one that features row after row of mirrors all stacked ...

Dec 19, 2017 - by Mark Arnold, On The Mark Strategies

Your brand: From transactional to experiential

It’s the end of another year, so let’s do some deep-dive thinking when it comes to your staff, culture and brand. Here’s a question to ponder as ...

Nov 22, 2017 - by Mark Arnold, On The Mark Strategies

Financial institution does great job with consumer follow-up

Mystery shops are an important element of the overall proprietary process involved with a deep-dive marketing audit as provided by On The Mark Strategies. As the creators of the financial ...

Oct 23, 2017 - by Mark Arnold, On The Mark Strategies

Don’t take your marketing metrics in vain

Mirror mirror on the wall, which marketing metrics are the fairest of them all? The answer is simple. The most effective metrics are those that measure meaningful results, not just ...