Have you always been familiar and comfortable with credit unions in the past? According to this article at The Financial Brand
, most people don't understand credit unions, and that has led many credit unions to advertise their names without focusing on the credit union. Some examples include Wings Financial and Xceed Financial. This is apparently common for Canadian credit unions. Canada's two biggest ones go by the name of Vancity and Coast Capital Savings.
Have you noticed your credit unions changing how they advertise their names?