Pot. Weed. Mary Jane. Whatever nickname you call it by, marijuana is one of the most intriguing and controversial topics making headlines today. With legalization spreading across states, more entrepreneurs flock to meet consumer demand for the commodity.
That opens up an opportunity to give the traditional “stoner” stereotype a new face – one that speaks to the variety of medicinal and recreational cannabis consumers. Enter Cannabrand, the first full-service cannabis branding agency, dedicated to the marketing of cannabis products and services. Founders Jennifer DeFalco and Olivia Mannix are on a mission to change the way we perceive pot, and also happen to be the upcoming speakers for our AMA March luncheon.
Refreshing the brand of an entire industry is no small feat. The two marketing entrepreneurs have dedicated their practice to moving away from the tired ideas of stoners, munchies, dark rooms, etc., into the minds and homes of everyday Americans.
While they operate in a niche, there is no shortage of insight marketers can learn from these savvy professionals. Their experience is widely applicable, and includes methodology to support marketing and branding initiatives such as:
- Changing dialogue: We’re aware that there’s no shortage of terminology related to the cannabis industry. A key pillar of Cannabrand’s mission is to change conversation by standardizing the way in which we refer to the product and its components that can resonate with a broader audience. For instance, it’s not “weed”; the proper scientific term is cannabis. And we shouldn’t jump directly to “smoking” it. In fact, cannabis facilities have a number of options for consumption. Mannix and DeFalco are experts in standardizing subtle and generally acceptable language for an industry looking toward mass appeal.
- Revamping brands: Shiny pot leaves, Rasta colors, and clouds of smoke are just a few of the things that pop into my mind when I associate imagery with cannabis. It’s just what time has instilled in my brain. However, if other industries brands are making strides to adopt modern design why should cannabis be an exception? These professionals know a thing or two about refreshing an image, from logos, fonts, and colors, to special events that tie into trends like yoga, Mannix and DeFalco are experts in applying a classy and respectable brand image to companies that really need it.
- Using social media to activate communities: If it takes a delicate balance of savvy media knowledge and compassionate messaging to reach new audiences, the experts of Cannabrand have demonstrated they’ve got a winning formula to communicate across generations via Facebook, Twitter, and Instagram. They’ve successfully managed to target nontraditional demographics and increase engagement with cannabis brands across social platforms despite existing taboos.
- Integrity first: As with any sensitive topic, cannabis can carry a certain moral dilemma for its consumers that have children or careers, for instance, which may prompt them to shy away from being a respectable and relatable face of the industry. Mannix and DeFalco specialize in reaching audiences of consumers and workers to create an environment that helps outsiders feel more like the norm.
We encourage all of you to purchase tickets for this not-to-miss luncheon. In the meantime, check out the Cannabrand website and recent collection of national press coverage. We hope to see you there!