Grading Classical Brand Archetypes for Credit Unions

Branding is important. It builds recognition and trust in consumers. It’s the reason people use words like Coke, Xerox, and Post-It instead of cola, photocopier, and sticky note. Branding is why the skate fashion company Supreme made a brick with their logo on it, instantly sold out of it at $30 a pop, and then saw those bricks go for $1,000 on the secondary market.

Many in the financial industry don’t quite realize the importance of branding. Or maybe, in a world of percentages, terms, and numbers, branding seems complicated and superfluous.

It’s not.

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