The Attack on Cooperative Values

In reading online commentary I have come across many schools of thought on credit union strategy, focus, branding, marketing, and the like. A disappointing theme I see more and more is the idea that cooperative values don’t matter and therefore should cease to be a concern to credit union leaders.

Where this most often comes up is in articles “informing” credit union leaders of the best way to connect with consumers in today’s competitive markets. The premise is that consumers could not care less about cooperative principles, therefore these principles should have no influence over marketing and branding. Some authors have even gone so far as to say that cooperative principles should have no bearing over any kind of strategic decision-making.

This perspective suggests a grave misunderstanding of the purpose of cooperative principles and values. It seems that some have incorrectly interpreted them as some sort of traditional or old-school credit union “marketing message” that needs to change because it won’t resonate with, or matter to, members and potential members.

- See more at: http://www.cuinsight.com/the-attack-on-cooperative-values.html#sthash.6ls79lGF.dpuf

In reading online commentary I have come across many schools of thought on credit union strategy, focus, branding, marketing, and the like. A disappointing theme I see more and more is the idea that cooperative values don’t matter and therefore should cease to be a concern to credit union leaders.

Where this most often comes up is in articles “informing” credit union leaders of the best way to connect with consumers in today’s competitive markets. The premise is that consumers could not care less about cooperative principles, therefore these principles should have no influence over marketing and branding. Some authors have even gone so far as to say that cooperative principles should have no bearing over any kind of strategic decision-making.

This perspective suggests a grave misunderstanding of the purpose of cooperative principles and values. It seems that some have incorrectly interpreted them as some sort of traditional or old-school credit union “marketing message” that needs to change because it won’t resonate with, or matter to, members and potential members.

Read the full article at CU Insight

 

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