Photo Credit: Maitree Rimthong (PEXELS)
Meet Truist Financial Corporation! This newly named company is the result of a merger between two of America’s largest banks, SunTrust and BB&T. After debuting the company’s name along with their aptly named bank, Truist Bank, critics took to Twitter mocking the brand and comparing it to Tronc, the short-lived rebrand of Tribune Publishing. The corporation has yet to debut a formal logo.
Will the Truist name survive the ridicule? Check out what CEO Andy Gilman told CNN in the article, “What is Truist? Soon it’ll be one of America’s biggest banks.”
“It’s trying too hard to be unique before you have earned it,” Andy Gilman, president and CEO of CommCore Consulting, said in an email. “You should earn my Truist, not presume I Truist you.” … Gilman said that although the Truist brand may eventually gain acceptance, it could backfire should the bank face a controversy of its own. “I don’t envy their crisis team when they have their first reputation stumble,” Gilman said. “They will be mocked — if not now — for the aggressive name selection.”
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