When BB&T and SunTrust decided to merge, they wanted their combined institution to have a new name. Thus, a consultant was hired, focus groups were formed and, after what the banks described as a “rigorous, data-driven, brand-development process,” the new name was announced: Truist Financial.
The name-shaming on social media commenced forthwith.
“Completely underwhelming,” “blah” and “stupid” were typical of the tweets proliferating on Twitter. One commenter complained that Truist sounded “like a medication to treat eczema,” while another said it would be a suitable name for an artificial sweetener.
