At Tom’s of Maine we do it naturally!

That’s a statement you’ll find on their corporate website. As a user of their toothpaste, I believe in their statement. As a Brand Developer, I feel they naturally goofed on their new identity. Lost is the brand I used to seek out in Crunchie organic food/health markets. If I hadn’t been using it already, I wouldn’t grab it off the shelf now. What propelled Tom’s was it’s great product and it’s great brand. Let’s see how long it takes for Tom’s popularity to start declining. I’ll be watching. What do you think?