St. Louis Postal Credit Union, like many other credit unions across America, suffered from a brand name and position that no longer reflected today’s business environment. While it could accept members beyond postal workers, its name was a barrier for doing so. While Cohesion was asked to simply rename the institution, we knew what was [...]
St. Louis Postal Credit Union, like many other credit unions across America, suffered from a brand name and position that no longer reflected today’s business environment. While it could accept members beyond postal workers, its name was a barrier for doing so. While Cohesion was asked to simply rename the institution, we knew what was really needed was a new position as well—one based on the new brand’s core promise (to serve all eligible community members) not just postal workers.
