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.
"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.
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.
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.
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.
