After almost 75 years, Australia’s largest customer-owned lender, CUA, was encountering problems with its “credit union” branding: some people didn’t quickly grasp the idea it was involved in banking.
The solution is that Brisbane-based CUA will now dump the “credit union” tag in favour of calling itself Great Southern Bank.
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Liam Walsh writes on investigations and companies with The Australian Financial Review. He has won multiple media awards, worked in Japan and is now based in Brisbane. Email Liam at liam.walsh@afr.com.au
