Using Marilyn Monroe, George Burns, and Babe Ruth to make the point, Minneapolis-based U.S. Bancorp is trying to convince its customers that changing a name is not so bad.

In television commercials, on billboards, and in print ads beginning to appear this week in 11 states, the former First Bank System is surrounding its new logo and name with pictures of the former Norma Jeane Baker, Nathan Birnbaum, and George Herman Ruth.

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