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Working with other co-ops to promote your identity

What do energy co-operatives, credit unions and consumer co-ops have in common? They have all found common ground as a co-operative business by getting behind a unique identity. With a defragmented co-operative grocery market in the UK, independent retail societies with many different facia came together to launch a common brand, named ‘The Co-operative’.

What do energy co-operatives, credit unions and consumer co-ops have in common? They have all found common ground as a co-operative business by getting behind a unique identity.

With a defragmented co-operative grocery market in the UK, independent retail societies with many different facia came together to launch a common brand, named 'The Co-operative'.

Set up by the largest retail society in the UK, the Co-operative Group, the brand was needed to bring the co-op's own businesses (which at the time included food, travel, pharmacy and funerals). "In 2004 we had 13 million customers trading with our combined businesses, yet only 10% used more than one of them," said the Group's brand guidelines. "And only 1% of customers had traded with three or more businesses."

It added: "Because each business looked so disparate the collective Co-operative brand and what it stands for wasn't understood by customers. So we were in effect diluting The Co-operative offer: our brand proposition."

To read the full article, please follow the link below:

http://www.thenews.coop/90336/news/general/working-with-other-co-ops-to-promote-your-identity/





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