Credit Union
Qualitative Brand Research
Executive Summary
May, 1999
V i e w p o i n t s
R e s e a r c h
L t d .
EXECUTIVE SUMMARY
This qualitative research was commissioned by the Malahat Group International on
behalf of the Credit Union National Association (CUNA) to examine symbols and
slogans to use in upcoming communications and advertising campaigns, and to build a
long-term national credit union brand. Viewpoints Research Ltd. partner, Steven
Bengtson, conducted five focus groups in Seattle, Chicago, and Atlanta between May 18th
and 20th, 1999.
The following is a brief summary of the findings of this research.
Previous learning reinforced
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The credit union top of mind exercise and collage building exercises of credit unions
and banks reiterated the same results as previous research. To surmise, credit unions
are viewed as being more friendly, personable and caring about people than large,
predatory and cold banks. The only downfall to credit unions is also one of their
positive attributes: their smallness. Since banks are often larger they have the ability
to offer a wider range of products and services such as ATMs and other high tech
services. Participants would like to see more high tech offerings at their credit unions.
“America’s Credit Union”: Best suited name
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Participants could relate this name better to credit unions than the other name for
review, “Credit Unions of America”. In their opinion, “America’s Credit Union”
sounded more personal and friendly to them; they believed that this name implied that
credit unions put people first; a core value of the credit union philosophy. On the
other hand, “Credit Unions of America”, while it communicated professionalism and
inspired confidence, sounded too corporate to participants and they suggested that it
sounded too similar to other financial or insurance institution names.
Linked Hands: Symbol preferred by most
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This symbol was well received by the majority of participants in the different cities,
and they believed it represented one of the core credit union philosophies of people
helping people. Participants responded to the humanistic meaning of the hand
elements most strongly. More overtly patriotic symbols were more popular in
Chicago than in Seattle. This difference brings to mind the heartland/hinterland
scenario of outlying areas resenting the idea of a strong government influence. It is
important to keep this in mind when choosing a symbol because it has to be
appropriate for nationwide use. The Linked Hands symbol, even with the patriotic
star at its center, was appealing to groups from all regions. The only thing disliked
about this symbol was the color treatment shown. Participants suggested the color
should be changed from the pastel blue to more bright colors and that each hand
could be a different color to indicate diversity.
“Where people are worth more than money” most popular slogan
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Although participants had positive things to say about almost all of the slogans,
“where people are worth more than money”, came out on top in the end. This
CUNA Qualitative Brand Research
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May 1999
V i e w p o i n t s
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R e s e a r c h
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statement best supported the credit union philosophy of treating customers as
individuals rather than as numbers and that aiding the customer in whatever way
possible is more important than the bottom line.
When asked to match symbols to slogans the most popular suggestions were
matching the linked hands symbol with “where people are worth more than money”
or “people do better here” because they were the most popular preferences out of all
the symbol and slogan choices. The symbolism of the linked hands implying people
helping people along with the individualism and personal attention of the two slogans
were the most evocative for participants.
CUNA Qualitative Brand Research
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