Branding

Washington Federal changes its bank's name

09/13/19

The Seattle company rebranded as WaFd Bank to address confusion that it might have ties to the federal government.

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Cardholder confusion could force issuers to simplify rewards

08/22/19

A J.D. Power official says supplemental benefits — many centered on travel cards — need to be pared down. His comments followed the company’s release of survey data that showed these hard-to-understand benefits were a drag on customer satisfaction.

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New Jersey lender rebrands as Blue Foundry Bank

07/01/19

The thrift had been known as Boiling Springs Savings Bank.

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Did Facebook swipe its Calibra logo from a challenger bank?

06/21/19

The new digital-currency unit at Facebook has a logo that's nearly identical to that of challenger bank Current, which has been around since 2015.

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BB&T, SunTrust set dates for shareholder votes on merger, 'Truist' name

06/19/19

Shareholders of both companies will meet separately next month to cast ballots on the $28 billion deal, and BB&T investors will also decide whether the new company should be called Truist Financial.

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'Truist' rebrand prompts lawsuit by N.C. credit union

06/17/19

Winston-Salem-based Truliant Federal Credit Union has filed a suit in federal court claiming that BB&T and SunTrust banks’ post-merger brand represents trademark infringement and unfair competition.

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Beyond 'Truist': A brief history of unusual bank brands

06/16/19

"Truist" was roundly mocked when it was unveiled as the name of the merging BB&T and SunTrust, but it’s hardly the first bank moniker to elicit a "huh?" from critics.

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Truist's rough landing, BB&T-SunTrust opportunist, AML cheat sheet: Top stories of the week

06/14/19

Hard sell ahead for BB&T-SunTrust as ‘Truist’ lands with a thud; Citizens looks to poach BB&T-SunTrust talent; what the Senate AML bill means for banks; and more from this week’s most-read stories.

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'You had a great brand. Egos killed it': Comments of the week

06/13/19

Readers respond to BB&T-SunTrust's rebranding, consider the future of home equity loans, debate the number of credit unions buying up community banks and more.

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Hard sell ahead for BB&T-SunTrust as ‘Truist’ lands with a thud

06/12/19

Judging by day one on social media, you’d think the new Truist brand was a flop. But marketing and branding experts say the name has a lot going for it. What matters most will be how the two banks advocate for the name.

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