Name that brand tune
If your brand were a song, what song would it be? There’s no right or wrong way to answer the question, but there are two distinct ways that music helps build your credit union [...]
On The Mark Strategies News Archives
Strategic planning traps
Many credit union and bank executives dread strategic planning. It’s the same routine year after year, and decisions made at the strategic planning session are rarely addressed again until the next session…a year [...]
Member pain point lessons from the video game industry
There's a famous moment in videogame history that perhaps only hard-core videogame aficionados will recall, but it definitely has a story to tell the credit union industry. At the 1995 CES, videogame titan Sega made [...]
Let’s taco-bout Burger King
Burger King (BK) announced it is adding tacos to its menu. The second largest fast food chain in the world, with a menu that consists primarily of burgers and chicken sandwiches, is going rogue and [...]
Seven lessons for millennials in leadership
Millennials get a bad rep just about everywhere. If you’re a Millennial on your credit union or bank’s leadership team, then you’re well aware of the uphill battle you fought to get [...]
Brand gaps from the Grand Canyon
A brand gap is any difference between what your credit or bank says it does and what it actually does. There are three types of brand gaps. Mark walks you through each of these brand [...]
Logos, tattoos and brand loyalty
When partnering with credit unions on brand and member experience programs, one of the examples we use regarding brand loyalty is Harley-Davidson fans who get some version of the company logo tattooed on their bodies. [...]
Michael Myers: Brand ambassador champion
When partnering with credit unions and banks on brand and consumer experience initiatives, we counsel that all employees are brand ambassadors. That is to say, every employee from the CEO on down serves as a [...]
How well can your employees communicate?
Last year the Marriott Rewards and Starwood Preferred Guest (SPG) loyalty and rewards programs merged. Early this year they announced the name of the new program as Marriott Bonvoy. Sound confusing? I’m a loyal [...]
Four European branding questions that will grow your bottom line
Branding is universal. Whether in Midland, Texas, or Milan, Italy, brands are everywhere. They’re competing for consumer attention, which means some brands win and some brands lose—even if both stay in the game. [...]
The best way to gain a member
I came across a quote on Twitter recently that really resonated with me. “The best way to gain a customer is to not lose one you already have.” Let that sink in for just a [...]
The credit union hiring brand funnel
Most progressive credit unions understand that developing, maintaining and training to a strong brand culture and the member experience is critical to growth. Brand has been and continues to be a compelling buzzword in the [...]
He stunk at marketing…until he didn’t
Marketing matters to your bottom line. Marketing needs a seat at the C-Suite table. Marketing will singlehandedly determine the success of your financial institution. Marketing, marketing, marketing. As a team of seasoned credit union marketers, [...]
Brand Smack: The origami toothbrush flower
A few weeks ago, I had the opportunity to stay at a hotel nearest the credit union with which we were partnering on a new logo introduction and brand training. The accommodations were fine (clean [...]
Proactive planning vs. reactive planning
Successful relationships require proactivity. If I don’t proactively schedule time with my wife, our relationship suffers. Successful health requires proactivity. If I don’t proactively plan nourishing meals, my overall health suffers. Successful leadership [...]