Crystal Creamery's branding strategy is crystal clear
Crystal Creamery of Modesto, Calif., is the No. 1 milk brand in Sacramento. It aims to make its Humboldt brand a national player in organic ice cream. For CEO Frank Otis, managing two brands can be ‘tricky.’
Dairy processor Crystal Creamery found itself in need of a branding strategy after acquiring an organic dairy and a conventional dairy. How should it take the two brands to market? Should it merge them or maintain separate identities? Oh, and one more thing -- how should it deal with a change in its corporate name?