TD introduces mascot, but what the heck is it?
June 16, 2010
A press conference staged for the introduction of “TD,” the bank’s new mascot. If there were indeed that many reporters at the event with their hands raised anxiously, the number one question was likely to be, “What the heck is it?”
TD Bank wants you to say hello to its new mascot. Named “TD,” the foam character is intended to support the bank’s retail branding efforts. TD describes the mascot as “fun, sporty and green.”
Key Question: What the heck is it? What conceptual significance or relevance does TD’s mascot have?
TD, which adopted the slogan “America’s Most Convenient Bank” after absorbing Commerce bank in 2008, says the mascot is a three-dimensional extension of the TD brand.
“He is a natural extension of our brand promise and possesses many of the attributes people love about TD Bank,” said Bharat Masrani, President and CEO at TD Bank.
Key Question: How does the mascot reflect TD’s overarching core brand promise of “convenience?”
The bank’s rationalization for its “TD” mascot strains intellectual scrutiny.
“He is family friendly, committed to serving communities throughout the U.S. and Canada, environmentally conscious, and sporty,” TD explained in a press release. “TD is known for its customer service, unparalleled convenience, and hassle-free products and services.”
Key Question: What does an inverted, green trapezoid have to do with environmental consciousness, customer service or hassle-free products?
“‘TD’ provides a unique way for the bank to engage and connect with its customers and fans of all ages,” Bharat said. “We look forward to introducing ‘TD’ to the communities throughout our footprint.”
“TD” will make appearances at several events throughout the summer, including the TD Bank Philadelphia International Cycling Championship and the TD Bank Beach To Beacon 10K Road Race in Maine. “TD” will be seen at other bank functions like grand opening celebrations and employee events.
The “TD” mascot made his first public appearance Sunday, June 6, at the TD Bank Philadelphia International Cycling Championship.
Key Question: What happened to previous TD spokespeople Regis Philbin and Kelly Ripa?
TD is one of the 15 largest commercial banks in the United States with $160 billion in assets and 1,100 locations spanning from Maine to Florida.
Perhaps “TD” should hook up with Ms. Green, the M&M seductress.
Together, the pair could raise a brood of polygons.
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Previous related stories from The Financial Brand:
- Merged bank uses guerilla tactics to launch new brand
- Guerilla good deeds promote new branch
- 25 Bank Mascots
- 15 of the best guerilla promotions in banking
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Filed Under: Community Involvement, Guerilla & Non-Traditional
Tags: TD Bank
June 16th, 2010 at 7:40 am
Key question #1 answer: none
Key question #2 answer: it doesn’t
Key question #3 answer: nothing
Key question #4 answer: celebrity spokespeople are too expensive to maintain and study after study indicate that they don’t “transfer” any equity and in fact will dilute the advertiser’s message.
I’ve been developing brand positionings (promises) for a long time, but somebody will have to explain this comment to me: “He is a natural extension of our brand promise and possesses many of the attributes people love about TD Bank”
June 17th, 2010 at 3:48 am
John nailed it in his comment.
The thing looks like Spongebob Squarepant’s cousin to me.
Would love to know if the CEO said “he is a natural extension of our brand promise and possesses many of the attributes people love about TD Bank” with a straight face. Because I sure wouldn’t have been able to do that. Guess that’s why I’m not the CEO.
And with so many women managing the household financial and making the banking decisions, do you think it was wise for TD to select a male mascot? I’m thinking SpongeBetty Squareskirt would’ve been a more appropriate choice.
Would also like to know how many of TD’s customers (in the US) know that TD stands for Toronto-Dominion.
June 17th, 2010 at 7:18 am
If TD and the Green M&M decide to raise a brood of polygons they’ll need to adopt or use a surrogate mother, since of course polygons have only straight edges.
June 17th, 2010 at 10:48 am
@Ron – Do consumers know what HSBC, RBC or UBS stands for? PNC or ING? Do they care? Are Americans opposed to doing business with Canadian companies?
@DG – Does anyone really know what might result from the union between a foam trapezoid and a chocolate circle? Perhaps the angular gene runs strong in the “TD” family.
June 17th, 2010 at 11:17 am
RBC = Really Bad Checking
ING = I’m No Good
UBS = Utter Bull Shit
PNC = Perverts Needing Credit
Am I close?
June 17th, 2010 at 11:37 am
This video might be NSFW because of the cussing, but it’s relevant, I promise:
If you want to cut to the chase in the above video, start in around 1:20.
June 17th, 2010 at 12:40 pm
Who wins the goofier mascot challenge — TD or Chase the Dog?
June 17th, 2010 at 2:38 pm
@Terrell
Very funny.
“Cute. Friendly. Loveable. Three things you are not. But you know who is…? Pit Pat!! GloboChem’s new mascot! Pit Pat, a magical, pan-sexual, non-threatening spokesthing!”
June 18th, 2010 at 11:57 am
Commerce Bank had the “Mr. C” mascot that apparently made regular appearances at branch grand openings, sporting events, etc. and was loved and hated and definitely weird and goofy.
I love the TD is just trying to pretend that no one will notice that the Red C turned into a Green inverted trapezoid. He’s still a fun lovin’ guy – just like Commer, er TD Bank.
I would’ve loved to have been in that pitch meeting.
June 20th, 2010 at 9:00 pm
[...] a comment » Thanks to the Financial Brand and Ron for this. They had a good thing going with the green chair and the old guys. [...]
June 21st, 2010 at 6:37 am
The TD Pentagon?
June 21st, 2010 at 6:38 am
Wait, that requires five sides … never mind. This game is not for me!
June 21st, 2010 at 6:54 am
@JJ – Maybe you mean the TD quadragon?
June 21st, 2010 at 8:28 am
Looks like H&R Block got smooshed in the door.
June 21st, 2010 at 10:36 am
add TD to the “DGI” list (don’t get it).