Credit union leaders frequently discuss and debate how to best articulate the intangible values that a credit union represents in the form of its not-for-profit orientation and democratic structure. In this TED talk, Rory Sutherland, vice chairman of one of the biggest marketing/advertising agencies in the world, Ogilvy & Mather, argues that a change in perceived value can be just as satisfying as what we consider “real” value. The idea that intangible value can strongly influence opinion (and purchase decision) is evidenced in Sutherland's humorous and deeply insightful presentation that every credit union leader - certainly every marketer - should watch.
The TED talk can be found here.