Before painting your brand with the popular rainbow brush, dive deeper into your intentions, make sure your company’s actions align with the cause, and ensure you’re truly aligning your actions with your words.
It’s not enough just to show up anymore. You have to be social. Engage with followers directly. Ask them questions, respond promptly to positive and negative comments. Tag brands or retailers to extend reach.
Your brand story is so valuable. It's this narrative that talks about who you are.
If you have the opportunity to build partners and build friendships with other people in other states that you can join forces with to make a national brand, that is going to make you a long term sustainable business when things go federal.
I would recommend hiring a cannabis-specific branding in trademark attorney when it comes to naming your brand.
Zack Darling, CEO of The Hybrid Creative, was invited to speak on the "Industry Disruptors" panel, February 8, 2019, in San Francisco at the International Cannabis Business Conference (ICBC).
We are so fortunate to finally be at a time in this industry in which there's actually data for us to be making decisions on.
There's a brand brawl coming to the cannabis industry and the people who are going be winning that brand brawl are the ones who have invested the time and the energy in building a powerful brand.
Cannabis has had enough years being identified with the stoner archetype of Cheech and Chong and rolled high times and a lot of the various kind of media archetypes that have defined us for so long.
It’s no secret what successful retail strategies are all about: attraction, conversion, and retention. But with all due respect to the first two - attraction and conversion - it’s critical for today’s cannabis brands to understand that the last one...