Dakotas credit score union commerce group tweaks branding


The state credit score union league representing North and South Dakota has rebranded for the third time in 13 years, although the change is a minor one.

Jeff Olson, president and CEO of the Dakota Credit Union Association

Jeff Olson, president and CEO of the Dakota Credit score Union Affiliation

League CEO Jeff Olson introduced Tuesday at the group’s summit in Sioux Falls, S.D., that the commerce affiliation has modified its identify from the Credit score Union Affiliation of the Dakotas to the Dakota Credit score Union Affiliation.

Separate leagues for the 2 states joined forces as a single group in 2007 because the Mid-America Credit score Union Affiliation, rebranding just a few years later as CUAD.

“We knew we had an id downside once we had been frequently having to elucidate to lawmakers and group leaders who we had been, and the place we had been from,” Olson mentioned in a press launch. “Naturally, we simply began referring to ourselves as Dakota Credit score Unions.”

He added that the brand new branding displays that the 2 states have a lot in frequent, together with geography, climate and economies, in addition to tradition and traditions.

“Like our credit score unions and our particular person credit score union members, our affiliation is evolving, rising, and modernizing, all whereas sustaining our proud heritage once we had been formally one Dakota. It’s who we’re and who we signify — no additional rationalization is required,” he added.

The Dakota Credit score Union Affiliation is the most recent joint league to alter its identify. Final yr leagues in New Jersey and Pennsylvania introduced plans to join forces and rebrand because the CrossState Credit score Union Affiliation.

North and South Dakota are residence to greater than 70 credit score unions with mixed property over $7.6 billion and greater than 500,000 members.


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