“It's time for legalization. We are normalizing the plant and things are moving. And people are learning about it and educating themselves. And that's what's most important.” - David Paleschuck
Welcome back to the To Be Blunt podcast! In this episode, Shayda Torabi welcomes David Paleschuck, author and Founder of PALESCHUCK LLC, to expound his insights about branding for the cannacurious, attributes to a standout brand, and pointers to best serve our unique target demographic.
[00:01 – 07:06] Shayda shares why October is special
[07:07– 14:29] Cannabis Branding and David’s Story on Cannabis
[14:30 – 24:33] Brand Positioning - More than Basic Benefit
[24:34 – 38:54] Presenting a Standout Brand
[38:55 – 49:09] Types of Consumers in the Cannabis Space
[49:10 – 51:59] Food for Thought: How do you best serve your unique target demographic?
With 15+ years of brand-building and consumer marketing experience serving American Express, MasterCard, PepsiCo, and Microsoft, David has participated in developing and marketing many of today’s best-known brands. His career focus has been on brand strategy, brand development, brand management, and integrated marketing. He has developed, activated, and led comprehensive marketing programs designed to connect brands with relevant communities in consistent, credible, and meaningful ways. Since entering the cannabis industry in 2012, David has created profitable partnerships while working as the VP, Licensing & Brand Partnerships at DOPE Magazine and crafted award-winning, cannabis-infused products as the Chief Brand Officer at Evergreen Herbal. David is perhaps best known for his writings and thought-leadership on cannabis branding and marketing. His writings have been featured in Forbes, Kiplingers, The Brookings Institution, The Green Report, Green Entrepreneur, Dope Magazine, High Times, PROHBTD, Cannabis Dispensary Magazine, MG, The Cannabis Industry Journal, A Different Leaf, Skunk Magazine, and New Cannabis Ventures, among others. David’s book, “Branding Bud: The Commercialization of Cannabis” – the first book on cannabis branding – released in April 2021 and ramped to be the #1 best-selling book on Amazon in the “Branding & Logo Design” and “Green Business” categories. As Founder of PALESCHUCK, LLC (www.paleschuck.com), David consults within the legal cannabis industry on product development, branding & brand licensing, positioning, packaging and promotions.
Connect with David
Visit www.brandingbud.com and follow him on Facebook, Instagram, Twitter, and LinkedIn @brandingbud
Shayda Torabi has been called one of the most influential Women in WordPress and now she’s one of the women leading the cannabis reformation conversation building one of Texas’ premier CBD brands. She's currently the CEO and Co-Founder of RESTART CBD, a female-run education first CBD wellness brand. And has formerly held marketing positions at WP Engine and WebDevStudios. Shayda is the host of a podcast for cannabis marketers called To Be Blunt, where she interviews top cannabis brands on their most successful marketing initiatives. When Shayda's not building her cannabiz in Texas, you can find her on the road exploring the best hikes and spots for vegan ice cream. Follow Shayda at @theshaydatorabi
Key Quote:
“There's a key path that businesses need to take to transform into a brand.” - Shayda Torabi
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070 Branding Bud and The Commercialization of Cannabis with David Paleschuck