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Are you struggling to get the word out for your cannabis product or service. What are you doing to differentiate from the competition? Do you have a brand? In this episode our guest Claudio Miranda answers brand management questions unique to the cannabis industry. Claudio is an entrepreneur and C-level executive at Guild Enterprises with expertise in marketing, consumer branding, and business development. Claudio has been named among the 100 most influential people in cannabis by High Times Magazine. Today we talk about brand management and a step-by-step process on how to build a brand for your cannabis business.
Cannabis Brand Management
Back in the day, weed was sold by the bag, brownies as the first edibles too. Cannabis comes from the world of bulk commodities. Companies need a way to differentiate and stand out. Many CBD products all look alike. But there is a process for getting noticed.
Some observations we discussed include:
- State your target audience
- Make a list by demographic all the different types of customers in your target audience. Each type of customer is a segment
- For each segment, engage in a discovery process to understand why they buy, what they care about
- Understand what customers want, look beyond existing solutions for an innovation
- Create content for each market segment, then target ads on the segment.
Guild Enterprises Story
Claudio shared the origin of Guild Enterprises, how they got started and various products created over time. Their flagship brand had two advantages:
- They had most potent concentrate at the time, 100% THCA, a product innovation
- They were the first to take it to market, the first mover advantage
We also spoke of example companies who do brand management right eg. Patagonia Patagonia backs organizations who work on issues that align with their ideal clients. Consumers want to get behind a cause. This builds loyalty.
How To Connect with Claudio Miranda
- LinkedIn linkedin.com/in/cbmiranda
- Website guildextracts.com
- Instagram https://www.instagram.com/guild_extracts_/
The Cannabis Advocate Podcast
The Cannabis Advocate podcast advocates for businesses in the cannabis industry and the explores the unique challenges they face. Despite hurdles in legislation, regulation, and culture, there are tremendous opportunities for growers, producers and sellers of cannabis products. Many of these issues are unique to the cannabis industry, This podcast speaks to these common concerns and shares stories of success.
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