Ask the Board – February 6, 2017 | ALLEGRA SANDELLI


As exterior LED displays become appropriate for more and more applications, what kind of innovation do you see on the horizon in terms of reinforcing your brand?”

We see using the display to reinforce our brand positioning as the Human Bank and to demonstrate our commitment to the local communities we serve. We have begun to incorporate more community-based content into our LEDs as we bring them closer to our building exteriors. It allows us to promote what we offer as a bank, and it lets prospects know who we are as a company to encourage brand affinity. Community is really part of our DNA, and our social-purpose driven strategy is more relevant than ever. Messaging about the environment, diversity, education or local sponsorships and employee volunteering demonstrate this commitment. Street visibility is critical to deliver this message beyond our existing customer base. Further, as a physical brand element, exterior LED product is evolving to allow greater viewing clarity and gives the design teams flexibility to incorporate the display into an aesthetic of the exterior of the space. It enables a dynamic and living canvas to enhance and promote the brand.

About Author

Senior Vice President, Marketing
TD Bank, America’s Most Convenient Bank®

End User Council

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