Brand in Name Only

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Brands are more than names.  But don’t tell that to Bethpage Federal Credit Union.  Federal credit unions have an advantage over banks.  They are not-for-profit. As not-for-profits, people who bank there are members  — the rewards of membership being better service and better rates.  Were more people to know this, they would sign up in droves, but not-for-profits don’t do a great deal of advertising – to keep costs down for members.

Bethpage has done some good things over the years but creating a brand strategy is not one of them. I look at the body of work and the only things that stick out are spokespeople Beth and Page. They smile a lot, are helpful and sort of goofy, but play absolutely no part in the brand strategy other than their names.  Is the TV work showing Beth and Page a campaign? You tell me.

Here’s the point. Just as I suggest to people with social media programs they need a motivation for their social persona, spokespeople need a strategic reason for being. They need to be motivated toward a brand goal. Beth and Page are very nice people I’m sure – but right now if consumers were asked to talk about them all they would say are their names. This is the oldest mistake in the book. And frankly it’s childish. It’s like advertising done by an app. Sorry for my snark, but come on…Peace.