From Ukraine to Sweden: A Powerful Reminder of Purpose-Driven Branding
2025-07-14
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Mariia Slovikovska, Marketing Manager at Credit Union Khrystyyanska Fortecya (Ukraine), brought both inspiration and resilience to a Monday afternoon breakout session, traveling 36 hours from the Dnipro Region of Ukraine to share her message at WCUC 2025.
Despite the ongoing challenges faced by the country, Ukrainian credit unions are still prioritizing what matters most: their members, their values and their voice.
“In a world full of polished logos and generic promises, what truly sets credit unions apart is our humanity. So let your brand reflect that. Be clear, be consistent, be you. And never forget that every interaction is a chance to deepen the bond with your members," said Slovikovska.
Maria’s session explored how credit unions can stand out in a crowded financial landscape by building trustworthy, community-rooted brands.
Through storytelling, values-based messaging and ethical positioning, she offered practical tools for credit unions around the world to deepen member loyalty and make their purpose clear, even in times of crisis.