Charlie O’Donnell, CEO of Path 101 posted this image on his blog. I laughed, a little… Just days before I had had lunch with the founder of one of the first – if not the first – naming firms During our conversation, he mentioned he had met with Bimbo maybe 20 years ago and the execs there didn’t understand why they might have a problem with their name in the U.S.

These days, the Mexican brand is the third largest bread maker in the world nad the market leader for flour-based products in the Americas. In Interbrand’s yearly survey of the leading global brands, Bimbo has consistently been mentioned as a leading Latin American brand. Now, Bimbo trucks thunder down the streets of Broooklyn

I wonder if their success is due to that cute little bear, the growing power of the Hispanic market in the U.S. or the provocation that is the Bimbo name.