Unusual Name Requires Unusual Marketing Effort

Passman, Aaron
May 2011
Credit Union Journal;5/16/2011, Vol. 15 Issue 19, p20
Trade Publication
The article focuses on the marketing strategy used by Mazuma Credit Union (CU) in the U.S. The CU's advertising campaign intends to clarify their product and services considering the confusion and ambiguity of CU's name. Rob Givens, the chief executive officer (CEO) of Mazuma Credit Union, views the sponsorship of the minor-league hockey team as one of its marketing strategy.


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