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


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.


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


"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.


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


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.


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


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.


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


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.


BB&T-SunTrust unveil postmerger name that nods to legacies


The combined company will be known as Truist, which plays off “trust,” a word the banks’ original names had in common.


First Tennessee, Capital Bank to be rebranded as First Horizon


The Memphis, Tenn., company said a common corporate identity for all its units made sense given a recent acquisition and its growth ambitions.


BB&T-SunTrust moniker mystery, Dimon's Wells blast, big banks and APIs: Top stories of the week


Suspense builds on what the new name of merged BB&T-SunTrust will be; JPMorgan Chase CEO Jamie Dimon says Wells Fargo 'irresponsible' for lack of CEO plan; how APIs are being used at Citi, BBVA and other leading banks; and more from this week's most-read stories.


Jennifer Upshaw, Synovus | Most Powerful Women: Next


Synovus converted all 26 of its separately branded community banks to its own name over the past two years — a major undertaking that allowed Jennifer Upshaw, senior director of marketing, to shine.


BBVA Compass rebranding as BBVA


In the months ahead, the Birmingham, Ala., bank will drop Compass from its name across all of its branches and digital properties. It’s part of a broader plan by its Spanish parent Banco Bilbao Vizcaya Argentaria to unify its brand worldwide.