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Social media should be involving, relevant and fun says John Costello of Dunkin’ Brands. As credit unions push to reinvent themselves and compete with national and regional banks, Costello’s lessons on successful marketing in the face of long odds prove invaluable.

He discusses the explosion in the amount of communication flooding our channels, and the need for credit unions to engage their customers with two-way dialogue. Hint: Don’t think of it as advertising, think of is as a dialogue! Ask what would my friend like to hear from me—and more importantly, what would I like to hear from my friend? As Chief Global Marketing & Innovation Officer for Dunkin’ Brands, Costello takes global responsibility for Dunkin’ Donuts and Baskin-Robbins.