Branding is Key

Our world is NOISY.

As a consumer, you probably suffer from CSA

C.S.A.
/C'S'A/
Acronym
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.

Chuck Rifici

Chuck Rifici

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).

 
 
 
Beau’s has grown from zero to over ten million dollars in revenue and now employs over seventy-five people. The company stands out as one of the most innovative brewers in North America. It’s winning awards every season, and its beers are served in restaurants and pubs across the country.
— Jeremy Miller (Sticky Branding)
 

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.

Tweed's 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. 

Today

Tweed stands out thanks to its strong brand.

A quote from Chuck

 
“We created something that’s going to last. Tweed was the headline sponsor for the Jamaica high times Cannabis cup (for those of you who don’t know, it’s an event that awards the best breeders). And being the headline sponsor was a huge win for Tweed.”

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.