BE REAL

This story reminds me of how important it is for the FI industry to start building dialog with consumers as a means to restore trust. I like the SunTrust ads and think they resonate well in this market. They position the bank as more of an advocate rather than a financial super market. Helping people live well, within their means is a good message. It is also a lofty promise. One they may be hard to operationalize and fulfill. 

It will be interesting to see if SunTrust changes how they actually engage their customers in a meaningful way that supports their new brand position.