Naming, Identity, and Influence with EastRise Credit Union
In Part 2 of their special guest episode of the Believe in Banking podcast, Gina and Juliet welcome back Yvonne Garand, Chief Brand and Marketing Officer and Jevonne McLaughlin, Vice President of Brand Marketing, from EastRise Credit Union. In their conversation, Yvonne and Jevonne describe the rebranding process following the merger between New England Federal Credit Union and Vermont State Employees Credit Union. They discuss the process of selecting a new name and the formation of the brand identity for the organization, and how data was key to their decision making and consensus building. Fundamentally, they credit the successful transition to EastRise to their strong commitment to reflecting the values of the merged organization. And finally, Yvonne and Jevonne discuss the evolution of the credit union’s culture and reflect on managing change across the organization – a journey grounded in time, trust, and transparency.
This podcast is hosted by ZenCast.fm
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28:01
Building Consensus for Change: Featuring EastRise Credit Union
In this special guest episode of the Believe in Banking podcast, Gina and Juliet welcome Yvonne Garand, Chief Brand and Marketing Officer and Jevonne McLaughlin, Vice President of Brand Marketing, both from EastRise Credit Union. In their dynamic discussion, Gina, Juliet, Yvonne, and Jevonne address the merger of New England Federal Credit Union and Vermont State Employees Credit Union to form Vermont's largest credit union and residential mortgage lender and how EastRise built consensus for a new name and brand transformation. Yvonne and Jevonne talk about how they managed the cultural elements of organizational change and how the credit union achieved member approval for the merger. They discuss the powerful multi-phase communications and engagement strategy to educate members on the merger's benefits and encouraged participation in the voting process. Finally, they address the importance of leveraging member insights to develop a brand strategy and name that would resonate with both legacy member bases and the broader Vermont community.
This podcast is hosted by ZenCast.fm
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16:01
Powering Purpose for Community Financial Institutions
In this episode of the Believe in Banking podcast, Gina and Juliet discuss challenges and change in the community banking sector. Making up 97% of all financial institutions, community banks and credit unions are purpose-driven institutions, uncovering opportunities to grow through their unique community connections. Their conversation covers M&A activity among community banks and how “mergers of equals” provide for scale and strength to enhance competitive advantage. They talk about locality as a superpower and how younger generations show strong affinity for community banks and credit unions, especially as they seek out advice at the branch. Finally, Gina and Juliet emphasize the importance of investment from the brand to the branch as proven strategies to increase customer acquisition, drive growth, and build loyalty among people in the communities they serve.
This podcast is hosted by ZenCast.fm
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18:01
Scaling for Strength Through M&A with Al Dominick of Cornerstone Advisors
In this special guest episode of the Believe in Banking podcast, Gina and Juliet welcome Al Dominick, Partner with Cornerstone Advisors, a consulting services firm powered by data to deliver customized results for banks and credit unions. In their lively conversation, Al, Gina, and Juliet discuss the current state of mergers and acquisitions (M&A) in the banking and credit union sectors, including factors driving the need for scale and the challenges and opportunities for change. They explore the importance of data-driven decision making, employee productivity, and brand development for M&A deal success. They also address Cornerstone’s approach to client engagement and discuss how to foster a culture of collaboration to support leaders making change for the better in the banking industry. Finally, they discuss strategies institutions can employ to stay relevant and resilient in a continually evolving environment.
This podcast is hosted by ZenCast.fm
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30:01
Forward Focus: Banking This Year & Beyond
In the year-end episode, the Believe in Banking podcast covers the key trends and themes that have shaped the banking industry in 2024 and are expected to continue in 2025. Conversations between Gina Bleedorn, Juliet D’Ambrosio, and Sean Keathley address the generational shift in banking, finding Gen Z more focused on advisory experiences and driving banks and credit unions to invest heavily in their branch networks to stay relevant. Bringing the brand into the branch remains essential for financial institutions to build loyalty and advocacy with customers, and a bigger focus on branding or rebranding is shown to be a core tenet for success in financial services. Finally, no December episode would be complete without addressing the rise of generative AI that is set to transform the banking industry by automating routine tasks and freeing up bankers to focus on higher-value human relationships.
This podcast is hosted by ZenCast.fm
Believe in Banking is a podcast series for decision-makers, influencers and leaders featuring experts taking on the financial industry’s most pressing issues with insight and empathy. With the belief that banking can help us meet the moment and emerge stronger for it, the podcast features information and conversations designed to enlighten and empower.
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