TD Introduces Mascot, But What the Heck Is It?

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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