Jeff Stephens, a leading expert on financial services branding, joins us to discuss his career in branding financial institutions. Jeff discusses how to market to your members using all 5 of the senses, how the long tail is changing financial institutions, and why differentiation is hard and necessary.

Kim Faucher, VP of Marketing at Trailhead Credit Union, shares her story of how a small, struggling, and unremarkable credit union transformed itself into the darling of the industry, reversed years of negative growth, and became a model of member engagement and financial performance. Kim shares her learnings from their complete rebrand around what you should and shouldn’t do if you are considering a similar path, and her marketing philosophy for copying great retail brands — not just credit unions.