Naming Strategies

One Bank’s $1 Million Naming Mistake

Subscribe to The Financial Brand via email for FREE!Alliance Bank has prevailed in a trademark lawsuit against Customers 1st Bank who must now destroy all materials containing the Customer 1st name and find a replacement. Immediately. Only a few months ago, Customers 1st was known as New Century Bank. Discussions about changing the New Century. Read More

Name Change Review: Salal, Quest and 6 Others

Subscribe to The Financial Brand via email for FREE!In few industries do you see players change names as often as you do in the financial space. Banks change names frequently because of mergers, while credit unions typically dump names that are tied to employers and/or are geographically limiting. Please note: Only names that have been. Read More

Who’s First? First Michigan? Or Michigan First?

Earlier this year, Michigan First Credit Union slapped a lawsuit on First Michigan Bank for trademark infringement. (If you’re tempted to dismiss this article as having little relevance to you, at least skip ahead and make sure you read the conclusions.) According to a complaint filed in U.S. District Court, the bank’s use of the. Read More

Name Change Wrap Up for Spring 2010

Subscribe to The Financial Brand via email for FREE!In few industries do you see players change names as often as you do in the financial space. Banks change names frequently, but usually do so because of mergers, in which case one of the two banks’ names is retained. This isn’t the same magnitude of change. Read More

Credit Unions Dropping ‘Credit Union’ From Their Names

Subscribe to The Financial Brand via email for FREE!A reader of The Financial Brand recently asked, “Is there any credit union that does not use ‘Credit Union’ in the logo?” The answer is yes. It’s an increasingly common trend as more and more credit unions realize that most Americans don’t know what “credit unions” are,. Read More

Sunova’s ‘Bank Brighter’ Brand and Big D.O.G.

Subscribe to The Financial Brand via email for FREE!In 2008, one of Canada’s larger credit unions, South Interlake in Manitoba, decided to change names and become Sunova. Why? The credit union wanted to make the organization “a little brighter with a different name and fresh, new look.” In the two years since rebranding as Sunova,. Read More

Kansas Credit Union Says ‘We’re Not Wall Street’

Subscribe to The Financial Brand via email for FREE! During the 2010 Super Bowl pregame show, The Credit Union of Johnson County ran an ad announcing its new name — Mainstreet. The new moniker is meant to align the credit union with the sensible Midwest values of folks living around Kansas City, where the credit. Read More

Analysis of Financial Name Changes in 2009

Subscribe to The Financial Brand via email for FREE!In no other industry do companies change names more often than in financial services. It’s not just due to mergers. Banks and credit unions voluntarily choose to switch monikers quite often. Below are some of the elective name changes financial institutions in the U.S. underwent recently. Credit. Read More

Guam Credit Union Becomes Coast360

Subscribe to The Financial Brand via email for FREE! The credit union set its logo ablaze at a special event for members and staff where the name was unveiled. (Photo credit: Rick Cruz/Pacific Daily News). Like many credit unions that expand with a community charter, Government of Guam Employees Federal Credit Union found that its. Read More

Is It Time to Rename ‘Checking Accounts?’

Subscribe to The Financial Brand via email for FREE!Yesterday’s article about the archaic credit union term for checking accounts (“share draft accounts”) sparked a wider debate about the very future of what checking accounts should be called. As Bryan Link with Brightleaf Financial wonders, “The name ‘Checking Account’ implies its main purpose is writing checks,. Read More

75 Interesting Credit Union Name Changes in 2009

Subscribe to The Financial Brand via email for FREE!Callahan & Associates, the credit union industry’s leading analytics firm and publishers of CreditUnions.com, have just released their 2010 Credit Union Directory. Comparing this year’s directory against last year’s, The Financial Brand has noted 75 substantive name changes. Some of these name changes may be due to. Read More

Credit Union Picks ‘Wildfire’ as New Name

Subscribe to The Financial Brand via email for FREE!In response to an aging membership and a decaying telephony industry in Michigan, Communications Family Credit Union announced on Monday that it is changing names and is now Wildfire. “With any name change, there’s kind of a shock to it.” — Timothy Benecke President and CEO Wildfire. Read More

Advanta Forces Avanta to Become ‘Altana’

Subscribe to The Financial Brand via email for FREE!Bank trademark trumps credit union The erstwhile Laurel Federal Credit Union is being forced to spend more than $80,000 changing names — again — five years after becoming Avanta FCU. Last year, Advanta Bank in Utah, enforced its federally-registered trademark on the word “Advanta” by giving the. Read More

Credit Union Picks ‘Aventa’ as New Moniker

Colorado Springs Credit Union has changed names and become Aventa. The credit union Nearly 40% of the credit union’s membership no longer lives in Colorado Springs, so it was time for another new name, credit union officials said. The board of directors wanted a name that would be “inclusive and welcoming to the people and. Read More

Credit Union Completes Transformation to ‘Centric’

Subscribe to The Financial Brand via email for FREE! Last year, Forest Kraft Credit Union changed names and became Centric. The credit union was looking to appeal to a broader segment of the community by differentiating themselves in a crowded financial market with a unique name. Furthermore, the credit union wanted to dispel the assumption. Read More

Name Change Wrap-Up for Spring 2009

Subscribe to The Financial Brand via email for FREE!Bank runs into all kinds of trouble with ‘Cornerstone’ The bank said it needed to change names to expand beyond its geographically-limiting moniker. Unfortunately, the bank not only chose a common name — one that is already trademarked, and used ubiquitously by others — it “borrowed” the. Read More

Over 1,000 Names for Banks & Credit Unions… For Free!

Subscribe to The Financial Brand via email for FREE!Here’s the easy way to pick a new name for your bank or credit union…and run into some serious trademark problems while you’re at it. All you have to do is pick something from Column A and pair it with Column B, like “First Choice Credit Union” or. Read More

A Look at Name Changes Around the Financial Industry

Subscribe to The Financial Brand via email for FREE! First National becomes ‘First American’ This banks says that changing its name to First American Bank provides distinction from the many other First National Banks in New Mexico and throughout the country. But what about the First American Bank in Chicago? And the one in Iowa?. Read More

How To Look Up Your Financial Trademark in 10 Easy Steps

Subscribe to The Financial Brand via email for FREE!There are thousands of financial institutions across North America who leave some of their most valuable assets virtually unprotected. We’re talking about their trademarks — things like names, logos, slogans, products, etc. Here’s a step-by-step process for searching the United States Patent & Trademark Office’s online trademark. Read More