Sarah Snell Cooke recently wrote an blog post for CU Times advocating that credit unions drop the term credit union from their names. A while before that, Trey Reeme wished credit unions could be called Cooperative Banks. And in the time since EverythingCU was founded, in 2000, a number of credit unions have indeed dropped the term credit union from public view, such as DFCU Financial.
Is this a good idea? A bad idea? A who-cares-what-you-are-called idea?
It might be instructional to watch this re-enactment of a top-secret Tokbox video memo that the VP of Marketing of Coca-Cola created and sent to the executive management team last year: