Home > Uncategorized > David C. Cook Canada to Undergo Name Change

David C. Cook Canada to Undergo Name Change

cookLogo200x60“Thank you for calling David C. Cook Distribution and Augsburg-Fortress Canada.”

That prompt, which greets callers to the new combined wholesale distribution company is long, and because David C. Cook in U.S. doesn’t own the company any longer, it means that a name change is inevitable.

The best way to launch a name change like this one is with a brand logo that will appear on letterhead, invoices, Facebook, websites and at corporate displays at ministry conferences and conventions. It’s a daunting task in a world where so many keywords are already registered and therefore not available. You could just make something up, but you might find later it’s the name of a table sold at IKEA.

Before this year, the Canadian company had already seen a history of mergers and acquisitions. Cook Canada bought out the former CMC Distribution, and thereby became the dominant player in Christian music and DVD distribution in this country. Prior to that, Cook bought out Scripture Press Canada. At the time it seemed like a major concentration of curriculum, but after the closing of R. G. Mitchell in Canada, Cook Canada picked up Broadman & Holman, and thereby had the rights to LifeWay curriculum. More recently, Gospel Light was added to the fold. So when it comes to two key areas, curriculum and media, the company dominates; but because Canada sees little competition in terms of Dayspring’s virtual monopoly on individual greeting cards, it means the company owns that category as well.

On the Augsburg side, the company has in past years acquired the inventory and distribution for both Anglican Book Centre and United Church Publishing.

In total, just in terms of what was mentioned in the above two paragraphs, it means that where bookstores might have dealt with seven different wholesale sources, they are now dealing with one.

But historically, Cook has also jettisoned product lines as well; trimming its book roster after acquiring former R. G. Mitchell brands like Baker, Moody and Broadman (only to later bring back some of those) and unloading giftware brands, going all the way back to the days when Scripture Press (aka Beacon Distributing) was the source for Dickson’s merchandise.

A new brand name will need to reflect the diversity. Whether or not a unified brand for the wholesale divisions, the direct-to-church marketing, and the direct-to-consumer marketing will be created is yet to be seen. Currently, sites like YourMusicZone and YourChurchZone (the latter in partnership with HarperCollins Christian Publishing) operate without reference to the Cook brand.

 

 

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