How to rename a financial institution…

…without resorting to invented names whose only purpose is to quell internal dissent, like Truist, Comerica, Sonovus & Amegy.  A branding agency invents these type of names  and tells the client they mean something positive. Objections are minimized as the names don’t have any meaning, except those assigned by the agency. These agencies will also tell a client that real words are too difficult to trademark, which is demonstrable false. They’re just a heavier lift to build consensus for. Here’s an example of what’s possible in the real-word world:

 

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