Alexander Babbage » GTE Financial

GTE Financial – Using Research for Brand Investigation


Situation: GTE Federal Credit Union was concerned that their name, logo and the words “Credit Union” were reflective of an old company, (the brand was discontinued with the acquisition of GTE by Verizon) an old image, and an old positioning.

Analysis: Through qualitative and quantitative research we identified and quantified brand strengths and weaknesses.

Result: GTE Federal Credit Union became GTE Financial in 2015 with a modern look and feel that pays respect to the brand’s heritage while positioning the organization for the future.