The new Marketing mutuality case studies report from ICMIF examines the ways in which a variety of ICMIF members, all of which are outperforming in their national markets, have identified what it is about their mutual/cooperative difference that is valuable to their members and then gone on to market this in different ways. In some cases, we have reviewed past and current campaigns in a bid to provide other members a wide range of ideas to inspire their own marketing activities.