From breakpoints to breakthroughs: Building brands that inspire.

What does it really take to build a brand that doesn’t just exist — but inspires action, loyalty, and growth?

In this candid session, a credit union CEO and a brand strategist share the real story behind building a brand that stands out in a crowded financial marketplace. Together, they’ll explore the critical moments where brands either stall or surge — the “breakpoints” between strategy and real-world results.

Karen McGaughey, Chief Experience Officer, Strum Agency

Paula O’Rourke, Chief Executive Officer, Corda Credit Union

Through the lens of a Credit Union’s brand journey, you’ll gain an inside look at how leadership alignment, bold positioning, and employee activation turn brand strategy into measurable momentum.

You’ll leave with practical insights on how to turn roadblocks into breakthroughs, build internal brand champions, and create meaningful relevance with growth audiences. Whether you’re leading brand strategy, marketing growth, or member experience, this session will equip you with actionable ideas to strengthen your brand, balance awareness with performance, and bring your brand promise to life across every touchpoint.

About MAC 2026

The annual MAC Conference, hosted by the Marketing Association of Credit Unions, is a premier gathering for credit union marketing professionals from across the country. The event combines expert-led education, practical workshops and peer networking, giving attendees opportunities to explore emerging trends, exchange ideas and develop strategies for strengthening member engagement and credit union growth. The conference also features the MAC Awards, which recognize outstanding creative and strategic achievements in credit union marketing.