Cannabis Branding

Why matters.?

Why matters.?

In 2009 I had no intention of starting a company. I was co-founder of a digital agency that had made a name for itself as Google AdWords came to dominate digital marketing. As things would play out by the end of March I found myself without a job and without any...

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b2b cannabis branding short guide

In its simplest terms, branding is having the courage to stand for something, ensuring, of course, that the target market both wants it and, preferably, is not currently getting it. This is the basis for a long-term relationship that the most successful brands understand connects on both a rational – “I want it because of what it does” – and emotional – “I want it because of how it makes me feel” – basis.

Willy Wonka

In moving between the B2C and B2B product categories, I’m always struck by the B2B marketing contention that connecting with their consumers on an emotional basis is not only irrelevant, but virtually impossible. They invariably tell me the basis for purchase is 100% rational as the products being purchased are simply widgets that fulfill some functional duty that it either does better or more cheaply. That’s wrong and an opportunity for these marketers’ competitors, and I want to explain why.

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finding the right agency for your cannabis business

cannabis company seeking long term relationship with talented agency

Finding “the one” is hard, especially if you’ve never worked with an agency before. And hey, maybe working with an agency isn’t for you and your business. That’s okay. We just hope this blog post can help answer some of the more common questions that arise for cannabis businesses considering hiring an agency.

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