Our world is NOISY.
As a consumer, you probably suffer from CSA
1. Companies Seeking Attention
Okay, I just made that up -- CSA isn't an actual condition, but the rest is true.
Our world IS noisy and companies have one goal in mind: cutting through the noise.
Having a great product, just isn't enough... but why?
Answer: Because people don't believe in WHAT you do, but WHY you do it
- Simon Sinek
A must watch Ted Talk
We profiled Chuck Rifici, former CEO and co-founder of Tweed.
Now before we go any further, what kind of information can you gather from their logo? *assuming you don't already know what they do.
It's a medical marijuana company (now known as Canopy Growth Corp).
Did you guess right? Were you close? Who knows. I sure don't. I'm on the other side of the screen.
Anyways, back to Chuck. As an industry expert, he had a lot to say about the marijuana industry and its future.
He explained how he leveraged timing (the marijuana wave) + a lot of hustle to make Tweed successful.
But all that's for another day. For NOW, I want to highlight one thing that really REALLY stood out in our conversation, Tweed's branding.
Described by the media as "hip"
FROM DAY 1
Chuck and his team positioned themselves differently. They wanted to be seen as more of a craft brewer than a "marijuana farming company".
They were inspired by a local company called "Beau's Beer" (a company whose efforts were all brand infused).
Building the tweed brand
Ian Rapsey, founder of a creative agency, was brought on very early on. Rapsey bought into Tweed's vision & was able to articulate and take it in a great dimension.
& Since then,
Everything Tweed did tied into its brand, whether it was their product packaging, videos, information, storefronts, ...
Media attention started rolling in.
Tweed was "hipster", they made it sound more like a jeans or beverage company than a medical marijuana company.
But hey, it worked.
It worked because everything they were putting out/producing was consistent with their brand & most importantly, it resonated with their audience.
... Wasn't just medical marijuana consumers, but the future recreational users for when marijuana would get legalized (won't be too much longer for Canada).
The best part?
No other medical marijuana company was doing that at the time. It was as if Tweed was the only one who predicted marijuana's legalization.
Their efforts are going to make pivoting 10x easier for when the time comes.
Tweed stands out thanks to its strong brand.
A quote from Chuck
The key Takeaway
Great brands are ones that connect, resonate & spread like wildfire.
Growing a sticky brand is a personal commitment. It isn't a job or a stepping stone in your career.
Think of it this way, you're making your company come alive, by giving it personality. This makes you memorable and helps you retain customers and build brand loyals.
Growing a sticky brand is a way of life.