De-Banking the Brand: SunTrust Does It With Shine

Branding case study presented by SunTrust’s Chuck Allen,SVP, Enterprise Change Management, and Rilla Delorier,Chief Marketing and Client Experience Officer

When SunTrust, one of the country’s leading financial institutions, embarked on a recent rebranding journey, they didn’t follow the traditional track.  They chose a path that took them into the soul of the company.

And they emerged with a new definition of purpose and a key question for customers: “How can we help you shine today?” Like a mantra for the new brand, this question is a conversation starter and relationship builder. 

The advertising and communications that radiate from the Shine concept are un-bank and unconventional.  They rely on the authenticity of voices and stories to illustrate the brand promise: “Lighting the way to your financial well-being.”

Why was this approach right for a financial institution in this economy?  How does the Shine brand and purpose speak to people both inside and outside the company?  How did they engage Shine champions at SunTrust?  What is the early impact? 

Hear the Shine story from the team that led SunTrust in this bold new direction.

See Shine Videos. Hear Shine Stories.

About Our Speakers

Chuck Allen is SVP, Enterprise Change Management for SunTrust Banks, Inc. Allen leads a Center of Expertise that guides the Company’s approach to multiple large-scale change initiatives and in equipping leadership to improve teammate capability to move through change quickly and effectively. He previously served as Director of Internal Communications, where he was responsible for managing internal communications and communications services for the Company.

Allen joined SunTrust as a leadership and management training consultant in 2004. A veteran of the training and development field, he also headed the Professional Development for Fidelity Information Service. He also served as Manager of Instructional Design for EXPO Design Centers, building and leading a team that developed all non-technology training for the company. Allen began his career with The Home Depot, Inc. and served in a variety of learning and consulting positions, including Regional Business Trainer, Management Training Specialist, and Professional Development Manager. He earned a Bachelor of Science degree in English from Towson University. He is a U.S. Marine and is based in Atlanta, Georgia.

Rilla Delorier is the Chief Marketing and Client Experience Officer for SunTrust Banks, Inc. She is responsible for the company’s advertising, direct marketing, brand management, sponsorships, client analytics, cross-channel strategy, web solutions, line of business marketing, corporate communications and client loyalty programs. With a focus on leveraging client insight to enhance the bank’s operations, Delorier and her team use client feedback and analytics to design client experiences that reinforce the SunTrust brand promise and increase loyalty. She previously served as Director of Marketing for SunTrust Wealth and Investment Management.

Prior to joining SunTrust, Delorier founded The CAGR Marketing Group, a firm specializing in driving results through Client Acquisition, Growth and Retention programs. She also served as Chief Marketing Officer for PNC Advisors, a member of the PNC Financial Services Group, and managed PNC’s Women’s Financial Services Network. She began her professional career as a consultant with Bain and Company. Delorier received her MBA from Harvard Business School and her undergraduate degree from The University of Virginia. She was recognized in 2011 and 2012 by American Banker as one of the Top 25 Women to Watch in Banking.

When & Where
Tue, Nov 27, 2012 11:15 AM - 1:00 PM EST
Maggiano's Little Italy
3368 Peachtree Road NE
Atlanta, Georgia 30326