The Importance of Brand - TD Bank Example

I'm a customer acquisition marketer, so brand isn't where I focus my attention. But I've been seeing a lot of TD Bank content in my feed, and every time something feels off.

It's the font.

They rebranded last year and the typeface I'd associated with TD for 20+ years changed just a bit, and it's a weirdly visceral reaction. Not just "huh, that's different" but more like something's wrong before I even register why.

So even as someone who might tell you to put the entire marketing budget into customer acquisition instead of brand (ok, maybe not all) - I get it. The value of a brand may be hard to quantify in a dashboard - but it's definitely real.