To Stand Out Among Banks, Truist 'Starts With Care'

Financial services marketing lives and dies by the industry's core value: credibility

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At a time when many companies feel the pressure to shift from soft declarations of brand purpose to the hard sales numbers delivered by performance marketing, Truist is trying to balance both accounts with its current marketing campaign.

CMO Vinoo Vijay’s strategy is premised on the idea that leading with purpose can promote client growth at the commercial bank, as opposed to shifting to a pure performance program.

To test that theory, Truist is introducing two new checking products designed to ease banking customers’ distress over the current economic unrest.

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