The BIG Kahuna

Bakery that is. Grupo Bimbo is one of the world’s largest bakeries.?

Their name “Bimbo” is making me cringe. I don’t care what they call themselves outside the US but keeping the name Bimbo in the US?is offensive to women and frankly a horrible corporate/product brand?name.

Here is Wikipedia’s definition of the word “Bimbo”:

In the English language a bimbo can also be someone who enjoys being pleased often by intercourse with unknown strangers. The archetype of a bimbo with sex appeal is much used as a stock character in comedies with sexual humor, an example being Christina Applegate?s character, Kelly Bundy, in Married… with Children.

Grupo Bimbo was established in Mexico in 1945, today it is one of the most important baking companies in brand and trademark positioning, sales, and production volume around the world. In Mexico and Latin America it is an undisputed leader in its area, with presence in the United States and 18 countries in Latin America, Europe and Asia encompassing?over 5,000 products and has more than 100?prestigious brands.

Since 1980, Grupo Bimbo?has been traded in the Mexican Stock Exchange (Bolsa Mexicana de Valores). It comprises six organizations and a corporate department that operates companies in the baking industry and in general, in the food industry.

Now here’s the rub…?

Bimbo Bakeries USA
Bimbo Bakeries USA is leader in Texas and the Western region of the country. It has 13 plants and operations in more than 22 states of the American Union and also offers premium line products under the following brands:

Now obviously Bimbo realizes the need to change some of its product names but why have they kept the corporate and product “Bimbo” name in the US? Does the name Bimbo have brand equity in the US markets? I doubt it.

One thing I found interesting was Bimbo’s take on social responsibility:

The social objectives of the company are the following: External social objective. To contribute to the full development of society, trying not to affect the social and personal fundamental values through its economic activities, but rather to promote these values as far as possible. Internal social objective. To contribute, at the heart of the company, to the full development of its members, attempting not to affect the fundamental human values, but rather to promote them.

Respect for the dignity of the human being, which is inherent to man’s nature and his transcendental destiny, and which grants him rights, that cannot be waived or alienated, and which both society and State must acknowledge and promote.

Respect huh? Do you think the executives of Bimbo really care about respect? If they did do you think they might consider a?name that wasn’t disrespectful to women?

I’m surprised the National Organization For Women hasn’t written a letter?

Can anyone make a case where the name “Bimbo” is okay in the US market? Or even offers a value?

You may remember my posts for “Horlicks” Drink?and “Bimbo” Cookies. I give you…

You couldn’t pay me to eat “Spotted Dick“!

A typical US consumer reaction to Spotted Dick:

Last month I wrote about “Bimbo” cookies. This month, well as they say “a picture is worth a thousand words”!

Anyone want to drink some “Horlicks“?

Companies spend billions, trillions of dollars a year to make customers loyal to their brands. They hire professional branding company‘s, ad agencies and marketing firms.

But maybe, just maybe we should all steal a page from the CMO of a major gang. Maybe we should interview people like Sonny Barger (is he still alive?)?the once leader of the Hells Angels Gang. Why are they proud to be called 1%?

?

Well that’s pretty exclusionary when you think about it. Not everyone can or wants to get in. But those that do make it in (usually by committing a crime) are loyal to the brand.

Gangs are what every brand aspires to be. A group of committed, loyal followers that will follow whatever the brand dictates. They tattoo themselves, wear?logo’d?clothing and live the lifestyle of the brand. They are the ultimate brand enthusiast.

Gangs spread the word like no other company. They do this freely and with passion. When you join their club you become a brother, family. How many companies can say that?

Now I’m obviously not approving the gang life (after all it’s criminal) but how they spread the word, and develop brand loyalty…well that’s something to think about.

Sometimes I wonder if I’ll have enough material to write a branding?blog?everyday. Then I remind myself of the boneheads that run major companies and breathe a sigh of relief. Here’s?today’s branding blunder:

Kentucky Fried Chicken to change name to Kentucky Fried & Grilled Chicken (sort of). They are actually giving the owners the option of the name change. So apparently some will be named Kentucky Fried Chicken and others will be Kentucky Fried & Grilled Chicken.

Brilliant huh?

KFC president Gregg Dedrick said the roll-out would “contemporize” the brand and mark a defining shift in its 60-year-old identity. Kentucky Grilled Chicken would meet the nutritional needs of an increasingly health-conscious public and attract lapsed customers who had given up the chain’s fried offerings, he said.

Gregg Dedrick should fire himself, what an idiot!

Here’s why it’s very bad:

1. KFC has a lot of brand equity in the name

2. KFC is known for chicken (fried or grilled) you don’t have to beat us over the head in how you freakin prepare it.

3. Are you seriously going to give independent owners an option? It’s one name or the other!

Gosh, my blood pressure is actually boiling right now. This is by far one of the dumbest branding?moves I’ve ever seen.

Thanks to Spike at BOF for the heads up.

Here’s a very funny video of branding, ah, um, political…whatever. It’s funny.