“Without question, consumers are incredibly savvy and I caution any and all brand marketers to underestimate them at their own peril. They're tuned in. They're educated. They're paying attention. They're asking questions and you never want to take consumers lightly. You want to, evoke excitement. You want to compel them to action. And that's not easy to do in this sort of digitally equipped world that we live in so authenticity plays through.“ - Sam Arellano
Welcome back to the To Be Blunt podcast! In this episode, Shayda Torabi welcomes ABC Brand / Design Founder Sam Arellano. He shares insights on how to build a successful brand in a saturated cannabis market and how branding can help impact the longevity of a business. He also discusses his hopes for the future of the industry from a branding and design perspective.
[00:01 – 17:19] Breathing Life to Cannabis Brands
[17:20 – 22:10] Brands Are a Value System
[22:11 – 28:12] Adding Value Through Technology and Education
[28:11- 35:35] Flower Commoditization
[35:36 - 50:37] Creating Differentiation and Establishing Brand Longevity
[50:38 – 55:23] Elevating the Future of the Cannabis Industry
Sam is an award-winning, strategic brand marketer with experience that spans sporting goods, consumer electronics, and streetwear. His creativity has landed him gigs with Nike, Incase, and Lululemon to name a few. Prior to starting ABC Brand / Design, Sam was the Chief Marketing Officer at Canndescent- where he architected multi-million dollar, high-margin brands. Rosie Mattio calls him "one of the most prolific marketers in the cannabis industry.”
Connect with Sam Arellano!
Check out the Arellano Brand Co. website.
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:
“Your brand is your reputation. It's your shorthand. It is the totality of everything that you have working together in harmony and consistency and making sure that that message is effective and is targeted to, a very specific audience. And I like to say go narrow and deep. Know who your customer is and then go to all extent to service them and surprise and delight.” - Sam Arellano
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102 Prolific Cannabis Brand Marketing with Sam Arellano of ABC Brand / Design