Whatever people think about your brand, they’re right, unconventional marketing guru says.

Ask members whether you're fulfilling your brand promise, GAC keynoter Scott Stratten advises.

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

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

If any sector has the ability to shift consumer loyalty, it’s credit unions, Charlene Li says.

'There is never a neutral interaction with your CU,' marketing guru Scott Stratten said during the CUNA Marketing & Business Development Council Conference.

Trudi Mullins mission: Give members an experience they can't get anywhere else.

Focus your brand on your sustainable, competitive advantage.

Some consumers will even pay more for services that are associated with a social cause.

Small community-based businesses can capitalize on today’s anti-big business mindset.