Bootstrapping ToolsBrand

Cannabis Branding Trends | PART 2: LEVERAGE, don’t follow

In my last post, I described the pitfalls of trend following, and why cannabis companies shouldn’t follow cannabis branding trends. There are, however, exceptions to that rule. Instead, let me offer a better way to think about the use of trends. Here’s my advice to cannabis brands when considering adopting a branding trend: If you’re going to utilize a trend, make sure you do it with intention. Use it because ...
Bootstrapping ToolsBrand

Cannabis Branding Trends | PART 1: Follow/Don’t follow?

Since publishing my article on the hexagon logo trend occurring in cannabis, I’ve been asked pretty regularly: “well, should companies follow cannabis branding trends or not?” As a rule of thumb, I would say this: This advice falls in line with the collective marketing wisdom in the cannabis space, which goes a little something like this: “No matter what you do, SAY NO TO THE GREEN LEAF!” There is a ...
Bootstrapping ToolsBrandCollateralVideo

FREE DOWNLOAD – Cannabis Branding Cheat Sheet

Since speaking at Women Grow Boston in October, I’ve received a number of requests for the “Cannabis Branding Cheatsheet” I handed out at the event. The cheatsheet is a two-sided, single page practical guide for any cannabis company looking to launch a new brand (or to revitalize an existing one). It answers the question: How do I begin building a powerhouse cannabis brand? Which was, in effect, the topic of ...
BrandContentPRPrint

Cannabis PR – Do you really still need press releases?

One of the oldest tools in the PR toolkit, the press release hasn’t changed much in the more than 100 years of its recorded existence. Meanwhile, the media and communications landscape is virtually unrecognizable from a century ago. Today, there is no shortage of options for rapid – even instantaneous – delivery of ideas and information. In the public relations industry, few developments have changed the game more than email ...
BrandDispensariesHealth & WellnessLifestyle/RecreationalMedicalTech

Are hexagons the new leaf? – 20 hexagon-shaped cannabis logo ...

The hexagon is trending in cannabis logo design, and I’m not the only one who’s noticed. In my interview with David Champion, cofounder of Baker Technologies, he discusses discovering this trend while researching cannabis brands and explains why he decided to employ the familiar shape in his redesign of the Baker logo. The hexagon is by no means unique to cannabis. It is, in fact, widely used in branding across ...
AdvertisingBrandTechVideo

WikiLeaf aims for the sky – and misses by miles

Have you seen? WikiLeaf has brought the first ever in-flight cannabis commercial to Virgin America this summer/fall – and, well, there’s really no nice way to say this: it’s TERRIBLE. Here’s how I’d score this commercial (which is more of a PSA, let’s be real). CONSUMER AWARENESS: A-ish Despite my harsh criticism, I give big kudos to the WikiLeaf team for identifying and exploiting the opportunity to advertise on airplanes – ...
BrandCollateralPackagingTechUI/UX

Brand Profile: Baker Technologies – an interview with Founder/CPO David ...

To any business owners or executive managers hoping to launch a wildly successful brand in the cannabis space, let me first say: you’re welcome. The following is an invaluable lesson on how to do just that. This article is a collection of the highlights from a one-on-one interview with Baker Technologies’ Chief Product Officer David Champion. In it, David (also a co-founder of the company) shares the psychology and process ...
BrandDirect MarketingDispensariesInteractive MarketingUI/UX

The Future Has Arrived: Interactive Marketing for Cannabis

Once considered far-fetched fantasy seen only in science fiction films and Disney-like depictions of the very distant future, interactive screens and displays have finally arrived, and are quickly becoming the next big trend in retail. This is not so surprising, given the ever-increasing threat that online-shopping poses to physical retail sales. The US Department of Commerce reported in May that in Q1 2017 e-commerce sales accounted for 8.5% of total ...
BrandCollateralDirect MarketingHealth & WellnessLifestyle/RecreationalPackagingPrintTech

10 Killer Cannabis Business Cards (a.k.a. Cannabis Brands That Get ...

Ok, it’s time to pay tribute to the cannabis companies doing it right. Let’s look at 10 of the best cannabis business cards I’ve got in my arsenal. But first, let’s talk some statistics. The US Patent and Trademark Office records show 44 percent of logos registered as trademarks for marijuana-related businesses feature a cannabis leaf. The leaf is on its last legs, people. I know the temptation is strong, ...
BrandLifestyle/RecreationalUI/UXWebsites

LucidMood Booster – 5 ways to improve customer experience on ...

If you follow me on Instagram, you’ll have noticed a post or two about my LucidMood vape pens (which are fresh out, to my EXTREME DISMAY). Not only do they have exquisitely yummy flavors (mmmmmmn I am SO jonesing for a Bliss stick. Right. NOW!), the LucidMood sippers are effortless to use – ready right out of the bag. Just put one to your lips and pull. The tip instantly ...
Bootstrapping ToolsWebsites

5 steps to successfully choosing the right creative partner for ...

If you’ve actually made the decision to hire an agency, ROCK ON. Clearly, you’re someone who recognizes how critical it is in such a highly commoditized and mushrooming industry like cannabis to establish a strong brand as early as possible.  Nonetheless, knowing you’re ahead-of-the-curve doesn’t mean it’s any less anxiety producing to be tasked with choosing the right creative partner to execute on your brand. The day-to-day responsibilities of running your cannabis business are already overwhelming – ...
BrandDispensariesMedicalWebsites

Evaluating customer focus for the 5 NY Medical Marijuana License ...

Ok folks – it’s official. New York State is going to evaluate and register 5 additional NY medical marijuana license holders over the next 2 years. Time for the five existing dispensaries to step up their game or be swallowed by the quickly collapsing New York program. For this post, we’re going to come back to the topic of the CUSTOMER. I cannot stress this enough: customer focus should be ...
BrandHealth & WellnessSocial

Post for your Bōsm Buddies – running your cannabis Instagram ...

Instagram is an exceptional tool for humanizing your brand and generating lots of engagement, ideal for lifestyle cannabis brands trying to build a loyal following – think: an army of unpaid brand ambassadors. You want, yes? DUH. Sooo…let’s talk about some of the most effective ways to leverage Instagram for your cannabis brand. To do that, we’ll explore the Bōsm Wellness IG account. Bōsm makes THC and CBD-infused breast massage oils ...
BrandDispensariesMedicalWebsites

Brand = Relationship – How Etain Health can better connect ...

The single biggest mistake I see cannabis companies make is to confuse branding with presentation. Does our website say what we do? Check. Does our logo look pretty? Check. We are good to GO! This is the old model of branding, which leaned heavily on advertising and other one-way communications. That era is dead and buried. We are in the social age, the age of interaction and participation, and in ...
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