MILWAUKEE, Wis.-The record number of mergers among credit unions in recent years has created two camps of thought when it comes to rebranding: ease members of the acquired CU into the new brand, or move quickly and let members adjust.

Experts and analysts contacted for this Credit Union Journal special report said that in general, large CUs tend to wipe the slate clean and rebrand practically overnight, while smaller credit unions follow a more gradual path-if for no other reason than not wanting to waste thousands of dollars worth of forms, envelopes and other legacy paper products.

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