TD BANK has an “Identity Crisis”

IEG in a recent publication noted that the Toronto-Dominion Bank has somewhat of an identity issue.  The article cited that depending on what side of the border they live, consumers may think of the company as a Canadian banking giant that markets under the TD Canada Trust brand or a Canadian bank that operates U.S. branches under the TD Bank name.  To overcome the “identify crisis”, IEG notes that the Toronto-Dominion Bank uses sponsorship to build master brand and demonstrate corporate values in action. 

In fact, to overcome that issue, the bank is doubling down on sponsorship to build the TD master brand and support its quest to become a standalone North American financial services powerhouse. In an interview with IEG, John Ratoff, TD Bank’s vice president of North American corporate sponsorships, noted the company’s evolving sponsorship strategy, increased activity in the music space and other topics.

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