Branding

The Facebook digital-currency unit has a logo nearly identical to that of the challenger bank Current, which has been around since 2015.

Shareholders of both companies will meet separately next month to cast ballots on the $28 billion deal, and BB&T investors will also decide whether the new company should be called Truist Financial.

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.

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.

A promotion from U.S. Community Credit Union has helped boost business and increase social media engagement, but some analysts fear this credit union and others may be relying too heavily on post-recession messaging.

The institution had considered a merger of equals that was never finalized before deciding to change its name to Elevate Credit Union.

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.

The credit union is also developing a new shared branching space as part of a unique co-location strategy.

Montgomery County Employees Federal Credit Union is now operating as SkyPoint Federal Credit Union.

Wells Fargo and the denial stage of recovery; community bankers alarmed after big banks backtrack on faster-payments pricing; credit card, auto loan delinquencies hit seven-year high; and more from this week's most-read stories.

PR campaigns won’t be enough to salvage the bank’s reputation after a series of scandals. Instead, it should look into adopting a new name, among other crucial steps.