As part of a continuing reorganization, Cook Communications Ministries (CCM) will “reposition” most of its products under the David C. Cook brand beginning this fall, company officials said. The announcement was made last week during a staff meeting at CCM's headquarters in Colorado Springs, Colo.

CCM traces its history back to founder David C. Cook, who in 1875 began printing tracts for use in his Sunday school classes.

Ryan Dunham, Cook's senior vice president of sales and marketing, said “everything will now be published under the David C. Cook brand,” including the following imprints and products: River Oak, Victor, Life Journey, Faith Kidz and NexGen. He added that Honor Books and KingsWay Music of Eastbourne, England, will retain their names but be positioned as divisions of David C. Cook.

Dunham said the “new positioning name” change was part of a branding study that CCM started in March 2006. “We're transforming the company from a children's curriculum publisher to a leading provider of discipleship resources for all ages and stages in and through the church,” he told Christian Retailing.

As part of the repositioning changes, Cook eliminated 20 positions last week, which represented 6% of CCM's staff. “This is part of a positioning strategy for the company's future which consolidates departments and processes,” said Dunham, who noted that CCM has hired 65 employees since March 2006.

He added that the changes were “a continuation of restructuring that began in 2006,” which was initiated by President and CEO Cris Doornbos.

Read the full report on the David C. Cook brand repositioning in the April 16 issue of Christian Retailing.

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