Christian Books Distributors, a company whose name spells the acronym (“CBD”) has decided to change its name to Christianbook.
According to Weed News, the company decided to change the name after receiving many inquiries about CBD.
Ray Hendrickson, the company’s CEO, shared with the New York Times,
“A person may call up and say, ‘Hey, I’m looking for my order.’ It’s like, ‘What did you order? Oh, I ordered gummies.’ You don’t have the right company.”
Yet, CBD does not comport with the company’s products – it neither sells nor markets CBD products. Rather, the company decided to rename itself and to rebrand, apparently due to the confusion.
High Times chief executive Kraig Fox also shared with the publication that,
“With the rapid rise of CBD and cannabis as legitimate industries, there is bound to be confusion in the marketplace. Especially in the online environment, some companies may actually see an increase in clicks as result of search engine algorithms or consumer misunderstanding, which may not actually be a bad thing. Others may see this as unwanted attention.”
By rebranding, Christianbook may now be able to avoid the unwanted confusion and get back to the core of its business, which does not appear to be CBD related.