This article was originally published in the Brand Finance Banking 500 Journal 2026.
Interview with Tyrrell Schmidt, Global Chief Marketing Officer, TD Bank Group
Global Chief Marketing Officer
TD Bank Group
What would you consider defining moments or milestones in building and strengthening the TD brand?
The TD brand is fundamentally about who we are and how we show up for the clients, colleagues and communities we serve. Over the years we've evolved as brands must, but our commitment to being there for people has never wavered.
A defining milestone in our journey was the recent launch of our More Human brand platform.
It represents a new era of TD’s strategy in action, modernizing how we show up while staying true to our purpose and promise: to reimagine what banking can be and deliver experiences that are remarkably human and refreshingly simple.
More Human aligns our internal strategy with our external expression, grounding everything we do in purpose and focusing on what matters most.
For the first time, it unifies TD under a single brand identity across Canada and the United States, reinforcing our commitment to simpler, more intuitive banking experiences.
We view More Human as an evolution of our brand, not a reinvention. This brand refresh work isn't a departure from who we are – it’s a reflection of our momentum and the progress we’re making across the bank. We were very deliberate about preserving familiarity while sharpening clarity, consistency and unity across the brand, fine-tuning how our strengths show up in a more digital, more complex environment.
Our point of view is that empathy and efficiency aren’t in competition – they’re complementary. Clients expect both.
Trust is emerging as a key differentiator for brands in an AI-enabled world. How does TD ensure AI-enabled content and customer experiences align with the brand’s positioning and DNA?
AI can scale efficiency, but it can’t scale empathy. As technology reshapes how people live, work and bank, experiences can feel more complex and less personal. Our belief – that progress needs people – guides how we approach AI and the more human future we're building.
We are at an inflection point – technologically, competitively, and in client expectations. And while that brings opportunities, it also creates uncertainty for people. Clarity, trust and human connection matter more – not less, in that environment.
Digital convenience is table stakes. But when things get more complex, and when decisions really matter, people still want clarity, reassurance and support. As banking becomes more digital, we believe that people become more important – not less. Our More Human brand reflects that reality.
That's why, as we embrace an AI-enabled future, we are deliberate about keeping people at the center of our progress. Trust is built directly into how we design, personalize, deploy and govern technology. Our award-winning Trustworthy AI governance framework allows us to make our technology more reliable while preserving empathy, accountability and transparency.
By pairing innovation with strong human oversight, rigorous testing and responsible scaling, we ensure AI enhances rather than replaces human connection, delivering faster, simpler and more personal experiences that reflect TD’s more human approach.
How is TD leveraging sponsorships and partnerships to support overall growth goals for the brand?
Our sponsorships and partnerships bring our brand to life in ways that are meaningful, personal and community driven. Through sports, music, local organizations and iconic venues like TD Garden and the new TD Coliseum, we create shared experiences that go beyond banking and feel genuinely human.
Banking is deeply personal. Our clients trust us with everyday decisions and life’s biggest milestones, and it’s important that we show up for them not only in transactions, but in the moments and places that matter most to them.
We saw this powerfully in 2025 during the Toronto Blue Jays’ postseason run. As a proud fan and sponsor for more than 20 years, TD was part of a moment that brought communities - and a country - together.
From the Blue Jays to Cricket Canada, our partnerships are rooted in connection, passion and shared purpose, helping us grow our brand in ways that are simple, intuitive and authentically more human.
