Marketing

The Tucker, Ga.-based institution said the new name reflected its ties to electric cooperatives while affirming its commitment to member service.

The trade group waited until after the 2018 midterms to launch the awareness campaign, but CEO Jim Nussle says that strategy won’t be repeated next year.

The thrift had been known as Boiling Springs Savings Bank.

Banks clear both rounds of stress tests (though two of them needed a do-over); BNY Mellon goes all-in on digital; bank industry struggles to stop slide in latest reputation survey; and more from this week's most-read stories.

Challenger banks promote the concept of empathy in banking, which sometimes means forgoing revenue to build up customer goodwill.

While other industries reversed their previous downward trend, perceptions of the banking industry continue to get worse. Here are some steps banks can take to try to burnish their reputations.

The Montana-based institution will open its doors as Clearwater later this year, a move leadership hopes will better connect it with consumers in other parts of the state.

The speed and the bipartisan nature of the demand for an investigation into Facebook's Libra are telling, giving ammunition to those who warned the cryptocurrency space is underregulated and unsafe

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.

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.