‘People really want to feel competent during the selection process and confident with their choice,’ says professor and author Sheena Iyengar.

'You're selling [customers] what you're selling them because of their interests, not your best interests,' says former Apple brand evangelist Guy Kawasaki.

If done correctly, marketing segmentation allows credit unions to deliver relevant messages to members, build trust, and garner an improved response.

Credit unions must knock down four pervasive consumer misconceptions to gain greater market share, says CUNA President/CEO Jim Nussle.

Former Air Force officer learned value of messaging while giving daily intelligence briefings to President Ronald Reagan.

‘If I can help others showcase their success, then I’ve done my job.’

It's easy to bring new members into the credit union fold when you have the best product around, says Clark County Credit Union's Craig Fraley.

The vice president of marketing at SAFE Federal Credit Union generated a lot of interest with a member-driven contest for a Super Bowl TV ad.

Staff who lost homes and vehicles continued to serve members thanks to donations from credit union peers across the country.

Common misconceptions discourage consumers from joining credit unions.