TD Bank Branding: Zero Interest

I realize that trying to brand and market a bank can be quite unexhilarating. But it'd be nice to at least see an attempt to do so by the folks at the newly named "TD Bank"... the name that resulted from the merger of Commerce Bank and TD Banknorth. (Side note: the name in itself is a total bust since Commerce Bank had such a large following in the regions where it has grown. Instead of going with TD Commerce Bank as was originally planned, the bank meekly folded in the wake of a small lawsuit that should have been inconsequential. Now they're stuck with the very nondescript name of TD Bank. I digress.)

Truth be told, I'm a longtime Commerce customer, and yes, it is a bit of a downer to see Commerce lose it's identity in such a manner, but that's just the way of the world. Not something I'll lose sleep over.

But to add to the fact that they've chosen a name with zero pep, they also have partnered it with a clarifying slogan of sorts that attracts zero interest:

TD Bank: "A brand is more than a name..."

Yes, that's literally what it says when I log onto pay my bills. "A brand is more than a name..."

Ok, I realize that this is not their REAL, everyday slogan, but it just seemed like such a weak attempt to generate clicks on the particular page where I saw it. It's like saying:

"A blog post is more than a headline..."

Thank you, Captain Obvious.