KeyCorp, one of the nation’s largest banking-based financial companies, has embarked on an effort to brand itself more clearly.
When it’s done, virtually all of Key’s corporate and institutional banking business groups will operate under the KeyBank or KeyBanc Capital Markets brand names. These groups provide retail and commercial banking, investment management, financing, equipment leasing, capital markets, cash management and strategic advice to both public and private companies, institutional investors, as well as other organizations across North America and abroad. KeyBanc Capital Markets includes McDonald Investments Inc., which provides securities products and services, and KeyBank N.A., which offers banking products and services.
“Aligning our people and products under the Key brand is critical to the consistency and clarity in communicating our value to our clients,” said Thomas Bunn, president of KeyCorp. Clients of the firm can expect marketing, advertising and research materials to begin bearing the KeyBank or KeyBanc Capital Markets monikers in April or May.
“The value of the brand is broadly recognized now, so we’d like to unify it and bring in as many of our businesses as possible,” said Bill Murschel, vice president of corporate and investment banking.
Not included in the brand realignment, according to Murschel, is Key’s recently integrated McDonald Financial Group, the private banking, trust and brokerage subsidiary that caters to high-net-worth individuals.