How to set the financial world on fire

New name sparks excitement

Communications Family Credit Union (CFCU) was caught in a typical branding conundrum – a recognizable name with goodwill and brand equity that no longer reflected who they were as an organization.

Unsure of exactly how to move forward, CFCU contacted Weber Marketing Group to help them position their institution for the future. Because “Communications Family” was causing confusion as to who could join, CFCU management felt the current name was hindering membership growth. Weber recommended a name change to support member growth in the short term and for years to come.

CFCU wanted something “short, memorable and distinctive.” The name “Wildfire” fit the bill. It aligned perfectly with their brand position of “a fresh approach to banking as usual.” It conveyed energy and passion with a vision towards growth. In addition to meeting CFCU’s criteria, it created an enormous amount of buzz and excitement in the communities they served.

Wildfire Credit Union is now blazing new trails of service excellence throughout the state of Michigan. It’s an idea that’s spreading.

The guidance and assistance that the Weber Marketing team gave us on our name change, branding and merchandising was invaluable. They walked us through every step of the process, and were always committed to our project like we were their most important client. The result was a very smooth transition to a new distinctive name and brand that will carry us for years to come.

– Tim Benecke, CEO