Truceratops promotion The dinosaur character Truceratops is featured in a kids savings promotion included as “Exhibit F” in Truliant’s trademark infringement lawsuit against BB&T and SunTrust Bank. Truliant considers Truceratops part of its family of “Tru marks.”

After whatever time period BB&T and SunTrust Bank executives spent planning for their merger into what will be the nation’s sixth-largest bank, they spent another four months before they rolled out its name, “Truist,” on June 4 with a video titled “Are You Ready?”

Truliant Federal Credit Union was. Within two weeks it had filed a lawsuit in U.S. District Court in its hometown of Winston-Salem, N.C. Truliant ($2.6 billion in assets, 251,233 members) accused the banks of stepping on its trademarks, including its name and a slew of “Tru”-prefixed services.

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Jim DuPlessis

A journalist for decades.

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