In Mark Arnold's dictionary, branding has two definitions.
The textbook example: "Your brand really is a reflection of the holistic personality of your credit union."
The real-world meaning: "Branding is everything, from the board room to the break room to the back room. Everything impacts your brand at the credit union," he tells the CUNA News Podcast.
The road to a better brand is filled with potholes, and Arnold has made a career of guiding credit unions to their destination unscathed.
Arnold covers all those subjects in this week's episode, and also reflects on one of the most pivotal conversations of his life—when a former boss provided a lifetime of inspiration by telling Arnold he'd never make it as a marketer.