Eloquent Online President Jason Dias kicked off the MACconference by getting the over 100 attendees on their feet, singingalong with musicians Scott Mckenna and Nyke Van Wyk.

It was one of many moments that helped demonstrate what makes abrand memorable. and for Dias it's always been music.

“Think about your members, you want them to have theirexpectations exceeded, tell others about you, and your brand shouldbe like a song they can't get out of their head,” said Dias. “Getyour audience involved, excited and geeked up about your creditunion by making your brand memorable.”

He asked attendees to consider what they will do to be a radicaldifference maker for their members. For example, in the bid for GenY, Dias asked how many community credit unions have reached out totheir area churches.

“Every Wednesday night, you'll find those young, exciting futuremembers at church,” said Dias. “There is a whole demographic outthere of evangelical Christians. Is your community credit unionreaching out to them? That demographic has done it for “AmericanIdol,” imagine what they can do for your credit union. Gen Y turned30 last year. Credit unions talked about them at their prime don'tmake the same mistake with the Millenials.”

He added that if Gen Y is a moving target then the Millenials,many of whom have become entrepreneurs by fifth grade, are amystery: an invisible target that credit unions will need nightgoggles to effectively serve.

“Don't be afraid to invite your members to an experience,” saidDias. “Think beyond a billboard or radio ad, pursue the businesspassionately and don't think presentation but performance.”

Dias also stressed the importance of credit unions talking upthe positives of who they are and what they do rather thanresorting to bank bashing. He emphasized that rather than talkingabout the stuff that everyone has, such as checking, credit unionsneed to focus on “style,” sharing their unique story todifferentiate themselves.

“Forget about your competition, stop asking members if they knowthe difference between a bank and a credit union. Just tell themwho you are, what you do and why they should be doing business withyou,” said Dias. “Swiffer became popular because it simplyexplained how it works. Does your marketing pass the Swiffertest?”