Branding

The agency wants to hire a reputation management expert to burnish its image as it faces social media attacks.

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.

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.

Here are the top five areas of design to consider when developing a new brand and core message.

As Columbia Threadneedle’s head of North America marketing, Leslie Walstrom is focused on elevating the division beyond the traditional sales support.

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.

The bank also renamed its U.S. Trust business.

Tradition, trust and Google all factor into the choice.

The announcement of the firm’s new name ends speculation that one of the best-known brands in the fast-growing RIA space might disappear.

It's decision time for Ric Edelman and his new merger partners, including Financial Engines, to pick a name for their new $200 billion RIA.

The wirehouse's latest initiative is effectively a way for the firm to circumvent the protocol without actually getting out of it.

Like selling a car, asset managers can list their products’ specifications, but that isn’t always enough.

It can be expensive and time consuming. Is it worth it?

You have a strong onboarding process and the consultation went well, but the prospect has disappeared. What went wrong? Possibly one of these five marketing pitfalls.

Here are 4 steps to take to set yourself — and your firm — apart.

Here are 4 steps to take to set yourself — and your firm — apart.

These are savvy ways for advisors to keep in touch with clients and reach out to prospects.