cbd booksellersDecember 15, 2021
According to research from the Centre for Medicinal Cannabis, the market for CBD in the UK could be worth almost £1bn a year by 2025. Cannabidiol, which does not get users high, is being hailed as a treatment for a range of diseases, available in everything from bath bombs to truffles.
“Across the country, people see signs for ‘CBD sold here’, which creates brand confusion,” said the company in a statement. “In the past, a Google search for ‘CBD’ would place our company at the top of the results page. Now our CBD is nowhere to be found in the search results, only sites for the cannabis product are listed.”
Acknowledging that “this wave of popularity over the ‘other CBD’ is not likely to subside”, Christian Book Distributors is to stop calling itself CBD, dropping “Distributors” from its company name, and operating henceforward under the name Christianbook.
“It just kind of overwhelms our brand,” Ray Hendrickson told 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.’”
Christian Book Distributors, also known as CBD, was started four decades ago by brothers Ray and Stephen Hendrickson, selling Christian books, Bibles, home-schooling materials, toys and games. But the company has announced that the rising popularity of cannabidiol, the legal cannabis-derived chemical known as CBD, has begun to cause some unfortunate customer errors.
After 40 years of trading, the American Christian bookseller CBD has been forced to change its name after customers in search of a different kind of balm – the cannabis-derived compound CBD – ended up in the wrong place.
“I was driving my mom down the road recently,” Hendrickson told the paper. “She saw a sign that said ‘CBD sold here.’ I was like, ‘No, mom. That’s not us.’”
“Over the last 12 months, there has been a rise in popularity of a medicinally used product derived from the cannabis plant — cannabidiol, commonly referred to as ‘CBD,'” Christianbook said in a statement. “Across the country, people see signs for ‘CBD sold here,’ which creates brand confusion.”
One of the world’s largest retailers of Christian products, Christian Book Distributors LLC of Peabody, Massachusetts, is changing its branding to become Christianbook Inc., the company quietly announced last month. That’s because the initials by which it has been known for more than 40 years are CBD.
“As this wave of popularity over the ‘other CBD’ is not likely to subside, we will stop referring to ourselves as ‘CBD’ and will also drop the word ‘Distributors’ from our company name,” Christianbook said. “Going forward, we will operate under the name of ‘Christianbook.'”
The next time you walk into a shop with a sign reading “CBD sold here,” you’ll be a lot less likely to find shelves full of Bibles.
As it turns out, Christianbook also has the official registered trademark for the name CBD and the URL cbd.com. That used to be a good thing, but no longer.
“As CBD became more widely known for the product derived from the cannabis plant than a Christian book company, changing their brand was the wise choice for Christianbook,” Bolme wrote in the industry newsletter Marketing Christian Books.
(Google prohibits ads for “CBD,” as does Facebook, although both companies are reported to be considering whether to relax those bans.)
Sarah Bolme, director of Christian Indie Publishing Association, applauded the change.
Like the cannabis product. And that was confusing for believers and marijuana enthusiasts alike, the company said.
News Spiritual and religious bookstores find a market that clicks.
“In the past, a Google search for ‘CBD’ would place our company at the top of the results page,” the company said. “Now ‘our CBD’ is nowhere to be found in the search results, only sites for the cannabis product are listed, and paid ads are no longer allowed.”
“Wise authors and publishers will monitor their brand and be willing to make changes should a more popular similar name or acronym become more of an impediment to their brand than an asset.”