Colgate buys Tom's of Maine - will it work out?

Colgate is buying Tom's of Maine. No surprise a giant company wants Tom's. Little Tom's of Maine has been beating all the big boys in the rapidly growing "natural" category of personal care products, despite many companies spending more on advertising and marketing in this space than Tom's ENTIRE revenue.

Will this succeed? Will Colgate actual get what they want?

Tom's image and brand need to stay distinct --– or sales, and value to Colgate, will plummet. Easier said than done.

Tom's of Maine has a great brand/image -- but can they keep their phenomenally successful image as "The Hippie Tooth Paste Company," as some have called them?

Yes, Tom Chappell will stay on with the company and his family will retain part ownership. Colgate claims they'll be independent. Big companies always say that but it doesn't always play out that way in the medium or long term.

Here's what they need to succeed:

• Tom's needs to really stay as independent as claimed - perception as much as reality
• Keeping "Tom" involved, even as a figure head, is critical.
• Keeping the company in Maine. This includes manufacturing, sales, and marketing!

I've used Tom's products for probably 20 years, I live near the company, and have met Tom. I wish Tom and all well, but it will be hard! Then again, Ben and Jerry's has kept their "cool" and hippie image successfully --– anyone even remember that they've been bought out??

Hmmmm: Tom could help enormously by communicating directly to his customers (I should say fans) through a blog.