Marketing

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.

The increased mobile engagement at U.S. Bank goes back to Ankit Bhatt letting customers tell him — and, many times, show him — what needs to improve.

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.

As foot traffic continues to decline, bankers are relying on gimmicks like dramatic lighting and placing buildings closer to highways in an effort to market their institutions.

Chris Lorence, a former marketing official at the Independent Community Bankers of America, is the Credit Union National Association's latest recruit from other financial services trade groups in recent years.

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.

Exploring the rise of the next-gen bank CEO; backlash over JPMorgan's snarky tweet; TD Bank's calculated shift to the cloud; and more from this week's most-read stories.

If credit unions hope to capture America's largest potential consumer base, they're going to have to do a better job of explaining their value proposition.