There was something special about KeyPoint Credit Union, but they just weren’t able to put it into words. Gumas was asked to help the Silicon Valley financial institution identify that special something and create a messaging platform that trumpets this unique positioning and surrounds prospective members with it. Internal and external research helped extract the essence of the organization and allowed Gumas to draw a bright yellow highlighter circle around what was indeed special about KeyPoint – they are born from Silicon Valley innovation while committed to community care.
Through our Challenger Brand Marketing® Discovery process, Gumas learned that success would come when prospective members recognized the KeyPoint brand as Silicon Valley’s most innovative and trustworthy team of community banking leaders, and, when members embraced the comfort and confidence associated with partnering with the industry’s most caring financial institution.
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