Thing 14 of 30: Ban acronyms from our brand names

September is 30 things I would implement or consider implementing at my credit union if I was a credit union leader.

Thing 14: Ban acronyms from our brand names

The credit union industry has an insatiable desire to shorten the term credit union to CU (often pronounced 'Q'). But it doesn't stop there—it usually extends to the rest of the credit union's name as well rendering the brand name emotionless, instantly forgettable and completely undifferentiated.

Morriss Partee wrote about his distain for this practice over a year ago. I absolutely agree. It stinks and does nothing to help the already low public understanding of what a credit union is.

To borrow from Morriss' post, here are just a few of the acronym-laden industry organizations: CUNA, CUSO, CUES, CULAC, CURIA, CUMIS, CUMAA, CUSC, CCUE, CCACU, CUIAA, CUSIP, CUIS, NCUA, NCUF, NACUSO, NASCUS, NACUSAC, NACUC, NCUIS, NAFCU, NCUSIF, NARCUP, NASCCU, ITCUA, ACCU, ACUCE, AACUL, ACUMA, OCCU, WOCCU, CCUL, NMCUA, NYSCUL, GCUA, MDDCCUA, FCUL, ICUL, ICUS, KCUA, MNCUN, CUCA, ACUC and on and on.

And of course the natural-person credit unions are not immune to acronymitis either: BECU, BCU, DCU, PSECU, UCU, USFCU, LCU, RCU, TFCU, VCU, KSFCU, TCCU, CCCU, CCFCU, CCU, ACU, AFCU, AHCU and BFCU to name but a few.

If I was a credit union leader, our credit union would not shorten its name. Ever.

Tim

Happy 100 to the US credit union movement. Would a credit union by any other name smell as sweet?

Anytime you get a bunch of credit union fans together in a room, or on Twitter for that matter, the discussion comes around to how bad the credit union name sucks.

On this historic date in history, where ironically the first US credit union is named St. Mary's Bank, lets rename the credit union movement in the comments.

But rather than a serious discussion like the one Trey had on Thwart Mediocrity a couple of months ago about why he felt credit unions should be known as cooperative banks, let's just have a silly discussion, because you know the name is never going to change!

Here's two thought starters for you.

• Lil' Bank
• Bank Junior

Your turn!

Tim

P.S. And just so we're clear: I mean no disrespect to credit unions. I love credit unions and think its awesome that today is the 100th birthday. Did I mention that I love credit unions?