Branding

Truliant Federal Credit Union claims that the BB&T-SunTrust 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.

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

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

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.

Two recent campaigns show credit unions can still make an impact with old-school marketing, but some fear too few institutions are utilizing data in ways that can target those messages for maximum effect.

IAM Community Federal Credit Union in Enterprise, Ala., voted last year to rebrand as a way to attract more members under its community charter.