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On 5 May 2000, Larry Gordon, vice-president of development of Metro Credit Union (MCU), sat in his of?ce overlooking Brown’s Line in Etobicoke and won- dered how he could develop a break-through branding strategy for the company. Larry knew that MCU offered its members many bene?ts as a banking alternative; however, MCU had not clearly established what it stood for in the minds of its current or potential members. In the past, it had Continue to download »
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