ST. PAUL, Minn.–Dan Stoltz, president/CEO of SPIRE Credit Union, provided the keynote address at the recent Saint Paul Rotary Club meeting. In a program entitled, “Building a Brand with a Pickup Truck,” Stoltz explored the building of the SPIRE brand using an early-model Ford work truck.
Archie, named for SPIRE’s founder, Edgar Archer, symbolizes the credit union’s Midwestern values—trust, honesty, integrity, compassion, humility, and plain old hard work, Stoltz said. Rotary guests learned how a mid-sized credit union was able to break into the top five in brand awareness in a Twin Cities market with over 300 financial institutions by using a work truck in its branding efforts.
“It was an honor and pleasure to work with the Rotary Club on this project,” said Stoltz. “Their mission, Service Above Self, mirrors my personal values and SPIRE’s core purpose of improving lives.”