Problem:
How to differentiate the Union Plus credit card and create affinity and loyalty.
Solution:
Leveraged "Union" pride and the negotiating power of 13 million members.
Linked this to the power of the largest bank in the world (HSBC).
Emphasized correct attributes such as "All calls answered in the United States".
CenterBrain Positioning Breakthrough:
Your Union Power – Everyday
Results:
· Positioning is launched throughout the organization.
· Expanded to include all Union Plus offerings, including loan and mortgage products.
· CenterBrain is asked to execute direct mail for loan products, lifting response 30% over the previous “champion.”