Pat McLean

Chief Marketing Officer

TD CMO Pat McLean: Unexpectedly Human Inspired by Employees

man holding door open at TD branch

Note: The following blog post was originally posted to LinkedIn

by Pat McLean, EVP and Chief Marketing Office, TD Bank

I have worked on some amazing brands over the course of my career. One notable insight worth sharing is that every company and every brand strives to embed its brand promise and personality in its culture. In essence, to have employees "live the brand." Brands accomplish this to varying degrees, however the ones that make this connection in a meaningful way create tremendous leverage. They are able to break through despite not always having the biggest budgets and media weight behind driving engagement and ever-lasting stickiness. 

At TD Bank, we're accomplishing this and more in evolving our endearing brand. Our employees embody the spirit of our unique brand in their words and actions, creating an intimate connection that money can't buy.

Our employees go above and beyond every single day, delivering the unexpected to our customers and the communities in which we operate. There are so many examples: they rally together to give diapers and formula to a new mother whose account was overdrawn; they make such an impression that another customer felt she could "clearly hear the bank representative's smile through the phone;" they make sure that someone about to depart on a cruise had enough money after her card got stuck in the ATM.

TD employees planted nearly 900 native trees and shrubs in low- to moderate-income communities from Maine to Florida, enhancing green spaces for everyone to enjoy. They organized a successful winter coat drive at our New Jersey headquarters and supported a weekend-long motorcycle rally to benefit the Special Olympics in Connecticut. And the list goes on.

It is stories like these and thousands more that make TD a special place to bank and work. Our colleagues are our heroes and the inspiration behind our new brand campaign, Unexpectedly Human. But this isn't the first time we've highlighted our people and our unique personality. Our Bank Human campaign, launched in 2013, was groundbreaking in banking at the time, and explored a panorama of basic human truths such as the tendency to run late and the desire to speak to a human instead of a machine. Unexpectedly Human takes our brand promise to the next level about who we are – Unexpectedly Human – and why we stand out on a crowded playing field:

•Our relentless focus on customer centricity.

•Our evolution to modern convenience.

•Our authentic commitment to the communities where we work and live. 

Read Pat's full blog post on LinkedI

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