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Marketing & Business Development Leadership Council of Florida Workshop
The Art of De-Commoditization
Jeff Stephens, CEO
Creative Brand Communications
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Session Description
Let’s face it: financial services have become a commodity. Checking accounts, auto loans, and even mortgages are a dime a dozen, with rate wars as heated as ever. So how is a credit union supposed to compete? They must de-commoditize. In other words, they must break from the commodity environment by giving members a reason beyond products, services, and rates, to choose their credit union. In this compelling presentation, Jeff Stephens will provide examples and principles for how credit unions can break free from the commoditized business environment in order to succeed. In this highly interactive session, participants will learn how to find a compelling value proposition to compete on: learn how to find better-fit members...not just any members, and learn how to create deeper relationships with members.
About the Speaker
 At the forefront of financial industry branding is Jeff Stephens, CEO of Creative Brand Communications (CBC) and PSST!, word-of-mouth marketing for banks and credit unions. He knows that progressive brands are those that deliver more than just lip-service to customers. They deliver experiences. At CBC, Jeff has provided branding services to the nation's most forward-thinking banks and credit unions, including industry leaders such as Umpqua Bank – arguably the most innovative bank brand in the United States. At PSST!, the company's word-of-mouth marketing division, Jeff leads the development of buzzworthy marketing campaigns for financial companies looking to generate publicity and conversation surrounding their brands. He has also made his mark speaking and writing for organizations like the Credit Union National Association, the Credit Union Executives Society, and publications such as Bank Marketing Magazine. He was recently interviewed for the online edition of Entrepreneur, and during this year alone, PSST! has been featured both in Credit Union Times and US Banker.
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