It’s time to play our favorite game — Battle of the Brands!!! Which brand (name) is better, Bob’s Red Mill or Pearl Mlling Company (formerly known as Aunt Jemima)?
Battle of the Brands: Flour Mills
This video originally appeared in LinkedIn
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TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue. And today we’re going to do one of our Battle of the Brands. I’m going to pit Bob’s Red Mill against Pearl Milling Company. So Bob’s Red Mill, they started with like, flour, but now you might know them for all kinds of grains, and granola, and I think they might even have like some granola bar type things. Not sure. Anyway, so that brand that’s been around for a little while, and by the way, it’s still owned by Bob and the employees.
And then there’s Pearl Milling Company. You might not have heard of them. Pearl Milling Company is what Aunt Jemima got renamed. And so that was a tricky situation. I give them credit for renaming Aunt Jemima, because it was a racist name. But I also… they can’t get that much credit, because it was 2020 before they decided to rename it. And what the is that about?
So anyway, so what they did is they looked deep into their history, and there was a mill named the Pearl Milling Company, that made the first self-rising flour for Aunt Jemima. That’s how they got it. I love that they were aiming for authenticity, but I think it’s completely flat. And part of why it’s flat, is because it’s actually, they make a lot of syrup. They make products that are not just flours.
Whereas Bob’s Red Mill, even as they’ve expanded the brand architecture, they’ve stayed with this transferrable point of difference. They’re a mill, they do grain-based products. When Aunt Jemima went from pancake mix to syrup, that made sense. But when you call it Pearl Milling Company, and then you’re, like, one of the leading brands, if not the leading brand of syrup, it falls flat. It just, sorry, Bob wins is what I have to say. Let me know what you think about this. Thanks. Bye!
