The Finch Formerly Known As Gold

20 April 2005

What bank is this?

Dan Lovejoy has something to ask:

[W]hat, in the name of all that is good in branding, would cause Coppermark bank to go through two name changes in the last two years?

First, they were Guaranty Bank. Meh. Nothing flashy, but a good, solid, banky name. Then they were Americrest — which sounds like patriotic toothpaste, for about five minutes. Now they are Coppermark — which is the mark a coppersmith puts on his work. And they’re advertising that they've NOT been sold.

"At Coppermark Bank, we're still the same bank. The same branches — the same people — the same owners."

This question has been previously answered, by, of all people, me:

Americrest Bank, previously known as Guaranty Bank, is rebranding itself again, this time as Coppermark Bank. The "Americrest" name was coined when Guaranty planned to move into the Dallas-Fort Worth market, where a Guaranty Bank already existed; however, they ran afoul of trademark issues, and had to come up with yet another name. The name change was announced in November, but permanent signage is just now going up.

Satanic toothpaste, of course, is the AntiCrest. (Fedora reangling: Lileks.)

Posted at 8:52 AM to City Scene

TrackBack: 9:23 AM, 20 April 2005
» I Don't Link Every Good Pun from Yippee-Ki-Yay!

And I have no doubt that bugs Nathan no end. But sometimes the right pun hits me at the right time, and I think Charles deserves to have Nathan descend on him with all the additional puns that come to mind based on this one:
Satanic toothpast...

...[read more]

Doesn't it get expensive when they have to keep reissuing new checks to all of their customers?

Posted by: Matt at 9:35 AM on 20 April 2005

Since they didn't actually change ownership, they probably didn't change routing numbers; the old ones will still glide through the system for the time being.

It gets more complicated farther up the merger chain. When Bank One first moved into this market, they acquired Central and Friendly banks, and adopted the Central routing code for all those accounts. (Only Friendly customers, therefore, had to change.) When Bank One later bought out Liberty, a much larger bank, they switched all the Liberty customers to the routing code they'd inherited from Central. I don't know what will happen now that JPMorgan Chase has bought Bank One, but I suspect that they will keep the current code, since the Fed has a branch clearinghouse here in town.

I called a former Liberty officer, and he said that there was generally a six-to-eight-month period before old routing codes were deleted, meaning the old checks would work for that length of time.

Posted by: CGHill at 9:51 AM on 20 April 2005