Don’t tell me that “credit unions and financial stuff is too boring to communicate in an interesting way.” That’s horse hockey.
How do you communicate the benefits of a web browser in a lovely, fun, and non-technical way? Like this:
How do you communicate what’s happening with the Canadian food system and why Canadians should care in a way that isn’t just mind-numbing? Like this:
Is it possible to explain the credit crunch and make it beautiful? Yes:
Work harder. Don’t settle. You are interesting. You change people’s lives. Act interesting.
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This is so true—the excuse “financial services are boring” is a huge excuse for not being able to think freshly. I’m glad you posted these examples, because one of the key problems in the credit union space is that 99.99% of what we focus on is credit union stuff. We are constantly analyzing each other’s work, rather than doing what we should really be doing: looking OUTSIDE the world of credit unions and banking for fresh ideas on how other companies are solving their own challenges. THAT is what will lead to buzz worthy ideas that create word of mouth.
Jeff Stephens PSST! Word of Mouth Marketing for Credit Unions
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Thanks for the comment Jeff. Charlie and I talked on the phone for an hour the other day about the lack of investment in creative in this industry.
Even the smart credit unions who do invest resources in member experience do so in strategy, process improvement, and staff – which are all completely important. But across the board, there are not a lot of resources dedicated to creative and inspired ways to communicate themselves through design, art, music, spontaneity, storytelling, and so on.
Is it because it’s harder to measure the ROI on an abstraction like “emotional connection?”
I dont know.
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Brent,
I think it’s because deep down, as much as this industry may talk about the importance of brand, etc., that below the surface most people still honestly see it as window dressing. It’s the accessory you use to make the real product (financial services) look more attractive, like parsley on a plate of steak. You can talk about the importance of brand, but until you truly start caring more about it as much if not more than about the features of your checking account, it will never really come to fruition.
The truth, of course, is that the brand IS the product. How does a consumer looking for an auto loan choose between ABC Credit Union and XYZ Credit Union? The only way they can make a decision is by deciding which one seems to fit them better…and that’s the brand.
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You are really great. I have read through your articles and posts. they are great and it gives me a sense of thoughts in market research.
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