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The rebranding process is expected to take two years.
“With all the positive attention credit unions are getting in the media, the timing of this change seemed especially right,” said Craig Beach, president of Credit Union Service Corp. and Sarah Canepa Bang, president of FSCC, LLC and chief strategy officer of CO-OP Shared Branching, in a joint statement. “Leveraging CO-OP’s already strong brand recognition will help credit unions educate their members about the credit union difference, not to mention shared branching!”
The purpose of the rebranding is to unify the CO-OP brand's feel and presentation and to make it easier for members and consumers to identify CO-OP ATMs and branch services at credit unions.