Merged banks’ new Truist moniker draws criticism online

BB&T and SunTrust joined forces intending to create a top-flight institution, but to avoid favoring either partner, they chose a neutral name that has left many scratching their heads.

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What’s in a name? PR pros know that your organization’s calling card is an important signal for the value of your brand.

Naming a new or overhauled business is a tricky process, usually left to outside agencies who can find something that feels fresh, yet timeless. However, the team behind SunTrust and BB&T’s new name for their merged bank might have taken a wrong turn.

The company announced its new name would be “Truist,” an homage to both institutions’ history of service and professionalism.

It wrote in a press release:

“Truist is a brand name representative of two mission- and purpose-driven companies coming together to serve our clients as a true financial partner,” said SunTrust Chief Executive Officer Bill Rogers, who will be President and Chief Operating Officer of the combined company until he succeeds King as Chief Executive Officer in September 2021. “As part of our relentless pursuit to create a better experience, we’re making a commitment to always look forward, pursue what’s next and strive to do more to further financial well-being for everyone.”

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