What makes a cannabis brand survive, grow, and eventually become a consumer favorite?

In the so-called year of brands Gasoline Gas Cannabis Capital Conference had top managers Kate Miller (Miss Grass), Gary Santo of TILT Holdings TLLTFBrett Novey (Pharmacann) and Craig Snyder from Greenlane GNLN who spoke to moderator Laurie Parfitt of LKP Impact Consulting. They discussed key issues for long-term success.

About creating brand loyalty

Miss Grass CEO says the brand, founded five years ago, “has since built one of the largest communities of mostly female cannabis users.”

Miller believes that as the industry matures and begins to look more like consumer goods with a growing number of brands, Miller believes that customers will remain loyal to a brand that resonates with them.

“It’s really important that brands start to define exactly who they are, their values ​​and needs, their target audience, what they represent, and to be seen as Northstar not only internally but also externally,” and as part of customer segmentation It’s going to become increasingly important to “really define and refine who this consumer segment is,” Miller added.

Test first, then invest

Pharmacann CEO Brett Novey said that the initial “high THC flower for all customers and patients” is slowly giving way to customer segmentation and a better understanding of customer choices and needs.

The best thing, he says, is to identify a customer segment and its target value and product offering, and then test it. “You can’t invest hundreds of thousands of dollars in something unproven, so you try it on a small scale and then scale it up to see success.”

A sales KPI? time in store. And that brings the necessary relationship between the sales team and the budtender, working to get the brand’s message across to the consumer.

Work everywhere with a single brand architecture

TILT Holdings CEO Santos says authenticity and knowing who you are…