“When we build brands that are secure and positioned securely and have meaning, they have a lot of opportunities to go into new places… We've got to show up in certain ways and participate in certain ways.” - Elizabeth Hogan
Welcome back to the To Be Blunt podcast! In this episode, Shayda Torabi welcomes Elizabeth Hogan of Willies Reserve as she shares her experience of working with the legendary cannabis advocate, Willie Nelson. Her insights reflect the value of collaboration and artistry in pursuit of establishing a noteworthy brand presence.
[00:01 – 10:46] Shayda shares the magic of South by Southwest Experience
[10:47– 21:41] Working with Willie Nelson and Establishing Effective Brand Presence
[21:42 – 32:27] The Creative Inspiration of Bringing the Brand to Life through CPG
[32:28 – 48:09] Social Media and the Heroic Fight for Cannabis Freedom
[48:08 – 59:38] The Power of Collaborations and Partnerships through Art
[59:39 – 51:59] Food for Thought: How do you want your brand to be represented?
Elizabeth Hogan, a multi-talented brand strategist, consumer researcher, and cannabis pioneer, brings extensive experience in highly regulated industries as well as day-one experience in the recreational cannabis industry to her role as Senior Vice President of Marketing at Long Play. As one of the founders of the organization that would become Long Play, Elizabeth has used her business and branding acumen to guide the company through numerous phases, from the original development of the Willie Nelson product line—including Willie’s Reserve and Willie’s Remedy—to rapid commercialization, licensing and multi-state expansion. Through her direct efforts, the Willie Nelson line of products has become one of the most recognizable, most trusted cannabis brands on the market. Elizabeth has been named to the High Times 100 Most Influential People in Cannabis List, the High Times Female 50 List, and is a sought-after speaker at industry and marketing conferences worldwide. She regularly appears as a guest on podcasts and is frequently profiled in industry and mainstream publications alike. When she’s not developing award-winning cannabis products, you can find Elizabeth enjoying live music and, of course, Willie’s legendary stash.
Connect with Elizabeth
Visit https://williesreserve.com/ and follow her on Facebook, Instagram, Twitter, and LinkedIn @williesreserveofficial
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:
“When we started off, we had one set of standards and priorities, and over time, not because we're changing our priorities, but because the industry is evolving, and we're learning more and our product line changes, some of that stuff has changed.” - Elizabeth Hogan
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090 A little Bit of Luck and a Long Play building a Celebrity Cannabis Brand with Elizabeth Hogan of Willies Reserve