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Questions & Answers

Posted by Judy Vendramini on 2015-02-16 13:25:00
Title: My company is Gluten Be Gone Inc. I manufacture fresh gluten free desserts (Oh Crumb!) and entrees ...
Category: Marketing

My company is Gluten Be Gone Inc. I manufacture fresh gluten free desserts (Oh Crumb!) and entrees (Oh So Savoury!). I have been working on the company full time since May 2014. Is it too early to have two divisions: desserts and entrees, or should I list everything under Gluten Be Gone Inc.? I have about 8 desserts and 2 entrees - including a killer lasagna (tons of cheese). My thought is that the website main page should be Gluten Be Gone and then under products have a dropdown box with the two divisions. What are your thoughts?

Answer:

Peter Neal
2015-03-03 14:33:00

Hi Judy,

I am going to answer assuming you do not have unlimited resources to invest, support and promote two separate divisions with different brand names. I think Gluten be Gone is a strong, clear and effective name that clearly communicates what your products offer. Two separate brands/divisions will be very taxing on your resources. You need to focus on telling your story about one brand; keep it concise, move the message forward – that is too difficult to do with two brands. I would suggest that you keep GBG as your logo and keep the look the same on all sku’s. You could then utilize Oh Crumb! and Oh So Savoury! in a secondary hierarchy on the label although they I don’t think they are important and may add confusion to the communication. I would need to see the artwork of your retail branding. I wish you the best success and fun in building your business! 

Peter Neal, Co-Founder, Neal Brothers Foods