bake - March 2015 - 3

editor's note

March 2015 / Issue 3

THE BRANDING ISSUE:

lessons for all
Branding your business the right way requires patience, persis-

Just ask Michael Gassen. The co-owner of Noe Valley Bakery

tence and a whole lot more. Take a lesson from two bakery

in San Francisco took a hard look last year at his shop and

owners on the West Coast who are raising the bar on a number

wondered if something needed to be done to avoid the threat

of important fronts.

of extinction. Throughout the Bay Area, new bakeries and
dessert shops were popping up all over, grabbing attention

In Portland, Oregon, Marius Pop opened Nuvrei in 2004 to

away from this well-established bakery celebrating 20 years in

enjoy immediate success among a rapidly growing clientele.

business this year. Gassen and his wife, Mary Gaylord Gassen,

He admits to being blessed with a good palate, so that putting

the owners, decided it was time for a culture change. "I love

together great flavors comes naturally. What did not come as

traveling to New York, Munich, Paris. I am very adventurous in

naturally was the business side of running a bakery.

food," Michael Gassen says. "But my bakery was very conservative. There was a disconnect. I realized that I can't run my busi-

"A lot of time and money was spent on mistakes," Pop says,

ness differently than I run my life."

"but you don't give up. You keep going. You learn from your
mistakes and you understand how to manage your vision

So late last year, the couple raised $19,000 in a successful

with the requirements of running a business. Now I'm equally

Kickstarter campaign to fund a remodeling, both in the store

passionate. I view the business and the product as connected.

and online, of their business. "We are trying to stay modern but

In order to succeed, you need to fall in love with the process.

traditional, so we have a foot in both worlds," Gassen says with

You don't look at the reasons it won't work. You ask yourself,

a calm confidence. "Now the remodel matches the standard of

how can I make it work?"

the product we do here."

JOHN UNREIN

junrein@sosland.com

bakemag.com | MAR 2015 > 03


http://www.bakemag.com

bake - March 2015

Table of Contents for the Digital Edition of bake - March 2015

Bake - March 2015
The Branding Issue - Lessons for All
Table of Contents
News Bites - Gonnella opens cold storage and distribution center
Dunkin’ Donuts to open 46 stores in Indiana
ClubRational grows to 65,000 members
My Favorite Things
Management - Develop Leaders Who Lead
Legislation - Eliminating Trans Fats
Food Safety - Packaging Matters
Ingredients - Picking Winners
Equipment - Saving Labor
Making her couture cake and eating it too
Creating a Brand of Excellence
All About Promotions
Change Your Culture
Bread and Buns
Imperial Desserts
2015 Wedding Trends
Versatile Muffins
Cafe - Get Gourmet With Breakfast Sandwiches
Fruit-infused Teas
Products
Product Showcase
Classifieds
Ad Index
Online - BakeMag.com
bake - March 2015 - bb - 1
bake - March 2015 - bb - 2
bake - March 2015 - Bake - March 2015
bake - March 2015 - 2
bake - March 2015 - The Branding Issue - Lessons for All
bake - March 2015 - 4
bake - March 2015 - 5
bake - March 2015 - Table of Contents
bake - March 2015 - 7
bake - March 2015 - ClubRational grows to 65,000 members
bake - March 2015 - 9
bake - March 2015 - My Favorite Things
bake - March 2015 - 11
bake - March 2015 - Management - Develop Leaders Who Lead
bake - March 2015 - 13
bake - March 2015 - Legislation - Eliminating Trans Fats
bake - March 2015 - 15
bake - March 2015 - Food Safety - Packaging Matters
bake - March 2015 - 17
bake - March 2015 - Ingredients - Picking Winners
bake - March 2015 - 19
bake - March 2015 - 20
bake - March 2015 - 21
bake - March 2015 - Equipment - Saving Labor
bake - March 2015 - 23
bake - March 2015 - Making her couture cake and eating it too
bake - March 2015 - 25
bake - March 2015 - 26
bake - March 2015 - 27
bake - March 2015 - 28
bake - March 2015 - 29
bake - March 2015 - Creating a Brand of Excellence
bake - March 2015 - 31
bake - March 2015 - 32
bake - March 2015 - 33
bake - March 2015 - 34
bake - March 2015 - 35
bake - March 2015 - All About Promotions
bake - March 2015 - 37
bake - March 2015 - 38
bake - March 2015 - 39
bake - March 2015 - Change Your Culture
bake - March 2015 - 41
bake - March 2015 - 42
bake - March 2015 - 43
bake - March 2015 - Bread and Buns
bake - March 2015 - 45
bake - March 2015 - 46
bake - March 2015 - 47
bake - March 2015 - Imperial Desserts
bake - March 2015 - 49
bake - March 2015 - 50
bake - March 2015 - 51
bake - March 2015 - 2015 Wedding Trends
bake - March 2015 - 53
bake - March 2015 - Versatile Muffins
bake - March 2015 - 55
bake - March 2015 - Cafe - Get Gourmet With Breakfast Sandwiches
bake - March 2015 - 57
bake - March 2015 - Fruit-infused Teas
bake - March 2015 - 59
bake - March 2015 - Products
bake - March 2015 - Product Showcase
bake - March 2015 - Classifieds
bake - March 2015 - 63
bake - March 2015 - 64
bake - March 2015 - Ad Index
bake - March 2015 - Online - BakeMag.com
bake - March 2015 - 67
bake - March 2015 - 68
bake - March 2015 - 71
bake - March 2015 - 72
bake - March 2015 - PAN1
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