Seems a bit strange to open my New York Times to a full page colour ad announcing the re-branding of BankNorth and Commerce Bank, in the northeast USA, as “TD Bank“! Here in Toronto, where it’s headquartered, we haven’t had a TD Bank since some geniuses in marketing decided Canada Trust - built on Johnny Cash machines - was more marketable than an old and trusted Bay Street bank. Ironic.
More seriously, I have to wonder why the branding gurus think American customers are reassured by dubbing foreign banks ”RBC“ and ”TD“ and ”BMO“. Do the potential clients never wonder what those letters stand for?
