Marketing

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.

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.

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.

When a tweet drew backlash from customers and politicians on Monday, it brought into question how banks should couch their messages on social media.

Bank critics and some lawmakers quickly seized on a tone-deaf posting by JPMorgan Chase that was designed to tout the virtues of saving money.

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.

Get ready to meet 15 women — ages 40 and under — whose accomplishments and influence set them apart.

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.