Problem:
How to differentiate the Union Plus credit card and create affinity and loyalty.
Solution:
- Leveraged “Union” pride and the negotiating power of 13 million members.
- Linked this to the power of the largest bank in the world (HSBC).
- Emphasized correct attributes such as “All calls answered in the United States.”
CenterBrain Positioning Breakthrough:
Your Union Power – Everyday
Results:
- Positioning is launched throughout the organization.
- Expanded to include all Union Plus offerings, including loan and mortgage products.
- CenterBrain is asked to execute direct mail for loan products, lifting response 30 percent over the previous “champion.”
