The biggest bank merger since the crisis is pretty much a done deal, so it's time to start talking about what kind of plans SunTrust and BB&T are making for their future together. For instance, who's taking who's name?...

BB&T Corp. and SunTrust Banks Inc. said Wednesday they will adopt the name Truist Financial Corp. when they close their merger, the biggest bank deal since the financial crisis.

Umm, what?

The companies announced in February they would combine in a deal that has been valued at $28.2 billion. At the time, they said they would adopt a new name and leave both of their headquarters cities for Charlotte, N.C. They worked with global brand consulting firm Interbrand to decide on their branding, they said.

The bank will be called Truist Bank. It will be the sixth-largest retail bank in the U.S.

Well, Interbrand sounds like a hilarious group of trolls. It truly sounds as if these NYC branding hipsters were forced to spend weeks going back and forth between Charlotte and Atlanta, listening to southern bank execs muse about what they want to communicate with their new corporate name, and then ended up pitching the word "Trust" but spelled like it sounds when coming out of the mouth of a parking valet at the Charlotte Omni Hotel.

We can only assume that "Truist" won out over "Ashurred," "Grits" and "Wachovia."

But what does "Truist" mean to the banks themselves?

Robert Passikoff, founder and president of New York-based Brand Keys Inc., said Truist is “what we in branding call a mostly harmless name.”

“It means kind of whatever you want to make it mean,” Mr. Passikoff said.

Exactly.

Truist Financial Is New Name for Combined BB&T, SunTrust [WSJ]

Related

challenger-deutsche

Deutsche Bank Turns In Disappointing Results For One Its Few Remaining Quarters

Christian Sewing now contemplating just running the whole show out of some WeWorks.

Deutsche Commerzbank Sid Nancy

Deutsche Bank Leaves Commerzbank At The Altar Because Apparently Beggars CAN Be Choosers

It s starting to seem like Deutsche Bank doesn't have a clear picture of itself.

deutsche-bank-logo-eyes

Unaware That It Already Is One, Deutsche Bank Contemplates Formation Of "Bad Bank" Unit

If Deutsche Bank puts all its bad assets, liabilities and stalled business lines into one entity, what would be left of Deutsche Bank?

geniejimcramer

Jim Cramer Clearly Hates Investment Bankers

The Mad One has a bank merger idea that indicates he yearns to bathe in the blood of I-Bankers.

Deutsche Commerzbank Sid Nancy

Troubled German Banks Confirm Rumors They Are Indeed Hooking Up

Deutsche Bank and Commerzbank are exploring a co-dependent marriage predicated on ruining thousands of lives.

challenger-deutsche

Deutsche Bank CFO Incredulous That People Actually Believe The Merger Rumors Swirling Around His Tire Fire Of A Bank

James von Moltke cannot believe that the press has the balls to say that anyone wants to merge with Deutsche Bank.

Wells Fargo.Insane

Wells Fargo Does Not Appreciate Being Taken Advantage Of, Would Like Its Money Back Now

Happy Friday, Wells Fargo tech vendors, we hope you like irony!

dimon-v-dimon

JPMorgan Shareholders Attempting To Starve Jamie Dimon Into The White House

If less than 75% of these yahoos think one man shouldn't be making more than $30 million a year, he might as well go run The Free World.