If you’ve heard of Nusenda, you’ve probably heard of the controversy attached to the name. I’ve been a member of the New Mexico Educators Federal Credit Union since 1984. This week, members were told abruptly, “Here’s the new name: Nusenda. Ta-da!” Along with the name, we’re told that it’s still the same CU and we’re still the owners. Name another company where the owners came in one day to find the name had changed without warning.
We’re told the old name was too hard for people to remember. Boo-hoo. The old name confused people — they thought you had to be an educator. Isn’t marketing supposed to explain that anyone can join? How does “Nusenda” say that more clearly? You can’t even guess what kind of business Nusenda is.
Potential members confused by the name might also think you have to live in New Mexico and with that tidbit we get at the truth: Nusenda has larger ambitions than New Mexico, than educators, than its current members. Nusenda means self-serving greed and expansionism. No thanks.