TD GROUPS ELECTRONIC SERVICE UNDER ONE BRAND
By Adnews Staff
Toronto Dominion Bank began promoting its electronic services late last month under one brand name called TD Access. The move was made because it is more cost effective than branding them separately, and it is less confusing for customers, direct services vice-president Ron Hodges told Adnews yesterday. When they were branded differently, customers thought they could use one service, but not another. Under the new plan, customers will know that all the services do the same thing, he said. The new branding is being promoted using regional TV, national newspapers and magazines, and well as a giant wall mural in Toronto. The campaign was created by TBWA Chiat/Day of Toronto. The TD Access services are: telephone banking, computer banking, Interac direct payment, instant teller machines and TD's Web site.