
Credit Union Marketing: Stop Playing It Safe with Josh Belhumeur
How can credit unions improve their marketing and attract new members? Start with a clear brand story, explain the value of member ownership, and deliver an experience that matches the promise. Mark Ritter welcomes Josh Belhumeur, CEO and Chief Narrative Strategist at BRINK, to explore why credit union marketing often plays it safe and what it takes to stand out. Josh shares the thinking behind campaigns for Vantage West and First Commonwealth, including the message, “Banks own you, you own us.” They discuss how risk aversion can undermine growth, why advertising should speak to its intended audience, and how credit unions can build recognition before someone needs a loan or checking account. Josh also explains why useful financial content on YouTube and TikTok can help credit unions connect with younger audiences. Plus, learn about The Future of Credit Unions initiative and its effort to help industry leaders envision a more distinctive, member-focused future. What You Will Learn ✅ How to turn member ownership into a compelling credit union brand story. ✅ Why growth goals require leaders to challenge a culture of playing it safe. ✅ How brand building and product advertising serve different audiences. ✅ Why useful content and a consistent member experience strengthen your marketing. Connect with MBFS Looking to grow your credit union’s business lending program? Connect with Mark Ritter and the team at Member Business Financial Services , a credit union-owned business lending CUSO. Visit mbfs.org to start a conversation. Timestamps (00:00) Credit Union Marketing: Stop Playing It Safe (02:03) Meet Josh Belhumeur: From Websites to Narrative Strategy (04:43) This Is Propaganda: Marketing’s Cultural Influence (09:15) Why Credit Union Branding Often Falls Flat (12:47) “Banks Own You, You Own Us”: A Bolder Brand Message (14:12) Does Your Member Experience Match Your Marketing? (16:05) Risk Aversion, Growth, and The Future of Credit Unions (19:01) Defending Bold Creative Through Internal Pushback (23:34) Brand Building, Buying Intent, and Better Content (28:37) Connect with Josh and Explore the Industry Initiative Key Takeaways 🔹 Member ownership needs a meaningful story. Explain what the cooperative model means for members and why it should influence their choice of financial institution. 🔹 Growth requires strategic courage. Josh argues that pressure to grow and reluctance to take risks can work against each other. Clear priorities help leaders support more distinctive marketing. 🔹 The experience must support the promise. Advertising can earn attention, but products, service, and everyday interactions need to reinforce the difference your credit union promotes. 🔹 Build familiarity before members need a product. Balance messaging for people actively shopping with brand building and useful content that helps future members remember you. About the Guest Josh Belhumeur is the CEO and Chief Narrative Strategist at BRINK, a creative studio working across branding, storytelling, film, and communications. His credit union work includes campaigns for Vantage West and First Commonwealth. He co-hosts This Is Propaganda and, in this conversation, discusses his work with Better Organizations by Design on The Future of Credit Unions initiative. LinkedIn: linkedin.com/in/belhumeurj Brink: https://www.brink.com/ RESOURCES MENTIONED: MBFS: https://www.mbfs.org/ Mark Ritter - Website: https://markritter.com/ Mark Ritter - LinkedIn: https://www.linkedin.com/in/markrittermbfs















