Originally Posted by
Beckles
Silly marketing? I have always figured it's a conscious effort to gain more American customers by making it less obvious they are not an American company. Banks are not alone in this practice, BP and BOC are other examples that come to mind.
I meant silly in the way the Bank of Montreal has tried and failed at this over the last 20 years. Both TD and CIBC have managed it successfully, but despite the Royal Bank of Canada and the Bank of Montreal trying since the 90's to follow suit, their efforts at his have borne no fruit. The Royal Bank s still the Royal Bank (not RBC) and the Bank of Montreal is still the Bank of Montreal (and not mBanx, or BoM or BMO, or whatever else they have tried over the last 20 years.)
But of all Canadian banks, TD is the only one with any significant presence or operations in the US. This (ongoing) rebranding has nothing to do with Americans.