itizens Financial Group is unifying its brand as it begins to separate from the Royal Bank of Scotland, bringing its retail, consumer banking and consumer lending businesses under the Citizens name.
On the heels of last week’s IPO, Citizens is also gearing up to push its commercial brand, which has become the primary driver of revenue at the bank. The new campaign will call out the commercial business, now called Citizens Commercial Banking, as its own unit, while drawing on the strength of the Citizens’ name.
