Branding

'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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BB&T-SunTrust unveil postmerger name that nods to legacies

06/12/19

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

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First Tennessee, Capital Bank to be rebranded as First Horizon

06/11/19

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

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

05/31/19

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.

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Jennifer Upshaw, Synovus | Most Powerful Women: Next

04/28/19

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.

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BBVA Compass rebranding as BBVA

04/24/19

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.

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