July 13, 2007
The Real Famous Amos is a Resilient Brand Name
So whatever happened to Famous Amos? I mean, the real Wally Amos who made the great cookies?
A decade after he lost the catchy brand name 'Famous Amos', he is now selling under the name Uncle Wally's Muffin Co.. He's making 250 million muffins yearly and shooting for a cool billion by 2010.
Not bad for a 71-years young man.
He originally started the current company as Uncle Noname Cookie Co. after he lost the Famous Amos brand name. And while the Famous Amos brand name is still out there (currently owned by Kellogg's after changing hands four times-Kellogg's claims their Famous Amos cookies are the company's fastest growing cookie brand), the real Amos is challenged to ensure customers know that he is a muffin maker nowadays.
He has even written a book called Man With No Name after a failed attempt to start a cookie company called "Wally Amos Presents Chip'n Cookie."
It's one thing to have your business pulled out from under you (just ask Steve Jobs) but to have the brand name taken away as well, a name that is really yours, well, that's just plain crazy. Of course the former owner is going to do everything he or she can to use it again.
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