The following is a transcription from the stage at Green Flower Summit 2018 (paywall) where Zack Darling (CEO of The Hybrid Creative) explains his 10 steps of cannabis branding in today’s competitive market.
9. THINK LOCAL, PLAN NATIONAL
Think local, plan national. Now the bubbles, like I said, are going to pop. People are projecting in a few years or so that interstate commerce is going to begin. And trust me, internationally has already started. Canada and Germany and Switzerland and Australia, New Zealand and all over Europe they're doing cannabis business together and they're just waiting for the United States to come around and get our act together. But, if you look at the really strong brands in cannabis right now, they're preparing for that international shift. They're building strategic partners in other states, they're licensing their brand where they're sending their packaging in their marketing and everything over state lines — which is not illegal — and they're having somebody else grow that cannabis and build that product based on their secret sauce, on their secret formula, their I.P. and they are becoming an international brand.
If you have the opportunity to build partners and friendships with people in other states whom you can join forces with to make a national brand, that is going to make yours a long term sustainable business when things go federal.
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