Branding

When TD Bank launched an audio brand identity across its communication channels early this year, the new jingle triggered a surprising reaction from consumers using the firm's ATMs.

The bank is trying to reach women and investors from groups that wouldn't traditionally have done business with the white-shoe firm in years past, Alice Milligan said on a marketing panel.

The name change is being timed to the closing of the bank's sale to investors later this summer. Following an earlier acquisition, the bank's name was changed from EverBank to TIAA Bank in 2018.

Alaska USA Federal Credit Union, the 18th-largest credit union in the country by assets, said the new name better reflects its worldwide member base.

Credit Suisse is considering reviving the First Boston brand name as the Swiss lender seeks ways to boost the fortunes of its beleaguered investment bank, according to people familiar with the matter.

The social network, now called Meta Platforms, is buying the South Dakota bank's name for $60 million.

The tax preparation company, which is building out its own financial services business, says Square's new brand "would improperly capitalize on the goodwill and consumer trust cultivated by [H&R] Block since 1955."

The banking industry is now enjoying a "strong" reputation overall, after building on gains made at the height of the pandemic. Here's who stood out and why.

While most financial institutions have been focused on upgrading their digital channels, Andrews Federal Credit Union in Maryland listened to its customers and modernized its newest branch. Among the new features are video teller machines, touch screens offering online and mobile banking tutorials and a game area for children.

The change reflects the name of the Susser family, which bought the bank in 2018.