Illustration for Marketing Maven Column at Enterprise Magazine

"Rebranding after a merger. It’s a big issue, and more and more credit unions are facing it as they continue to amalgamate. According to the Credit Union Central of Canada, there were 106 fewer credit unions in the fourth quarter of 2005 than three years previously, all a result of mergers.

On January 1, 2006, the small, rural Ontario credit unions of Woodslee ($280 million in assets) and Heartland ($170 million in assets) increased that number when they joined to become United Communities Credit Union Limited (UCCU). But it’s not readily apparent. In a departure from the norm, which dictates complete rebranding, they’re planning to retain their brands in their respective geographic areas, which are about 250 kilometers apart."

by Diane Luckow