MJBizMag August 2022 - 37
During tough economic times, cutting prices and presenting
your brand as a low- or moderately priced option is often an
" We have to meet our customers where they're at in their
pocketbook right now, " Iannotti said. " Otherwise, they're
going to go elsewhere. "
Value, however, goes beyond price.
To relay value when consumers have less cash to spend,
brands must craft a message that communicates what
people seek in turbulent times: comfort, reliability and
solutions to stress and anxiety.
CLEARER REGS AND MORE AD AVENUES
While increased competition makes it more challenging to
differentiate a cannabis brand, today's businesses have the
benefit of clearer advertising regulations and more marketing
" Digital is a great avenue for
brands, because we know the rules
of the road in terms of how we
can operate compliantly there, "
Disney said. " Social is great from an
organic perspective because brands
love to be able to demonstrate the
engagement that they have with
people in social. "
However, Disney said cannabis
businesses have " underutilized paid media " such as
broadcast, print and online publications. She noted that
her firm has gotten cannabis ads placed in Allrecipes, GQ
and Men's Health as well as cultural and regional guides.
She also sees branding opportunities in streaming audio.
" Look at the rise of podcast and streaming radio
advertising. You should be thinking about how your brand
expresses itself with sound, " Disney said.
The owners of Inyo sought to create a
marijuana retail establishment that caters
to Las Vegas residents. Courtesy Photo
Branding David and Goliath
Dustin Iannotti, the founder and creative director of
marketing firm Artisans on Fire, is the brain behind the
branding of Las Vegas-based Planet 13 superstore, which
touts itself as the world's largest marijuana retail store.
But he's also branded mom-and-pop outfits, such as Inyo,
located " well off " the Las Vegas Strip.
How did Iannotti approach promoting these two very
different marijuana stores?
The team behind " Planet 13 knew when they set out that
they were going to be the largest-square-foot dispensary
in the world, " Iannotti said. " They also knew that they
were going to have these experiential moments inside of
the store, these Instagrammable moments. "
Such highlights include a flying drone show every
15 minutes or an interactive floor that makes it look
as if shoppers are walking on the ocean.
" It was really easy for us to treat them as a tourist type
of dispensary and just highlight the experience ... in
addition to being able to shop for premium cannabis
products, " Iannotti said. " A lot of what we did there was
really just showing ... what they can expect. "
While Iannotti advises businesses to take advantage of the
multiple advertising platforms that exist today, he believes
that " video is the main thing in 2022. "
" It enables you to get that message across about wellness
and the specific things you want consumers to understand
about the benefits, " Iannotti said. For example, his firm
recently filmed a series of testimonials for a client that
featured consumers from their 20s to their 70s detailing
how cannabis helped them with various ailments.
Disney estimated that cannabis companies seeking to
hire a branding firm should expect to pay at least thousands
of dollars and probably five figures.
" The ability to create a beautiful brand is fairly
attainable, " Disney said, adding that brands should " find
a company that also knows how to tell a story beyond just
making a beautiful visual ID. "
WHERE EVERYBODY KNOWS YOUR NAME
Inyo, on the other hand, wanted to be " the 'Cheers' of
" It's the local bar type of feel, where you walk in and
chances are the budtender is going to remember
you, " Iannotti said, calling Inyo " a very local-centric
Unlike Planet 13, the focus at Inyo wasn't on
Instagrammable experiences but, rather, on deals and
discounts. " Things that people care about when they are
in their local community, " Iannotti added.
Management also occasionally offers games with prizes,
such as a free pre-roll. " The branding is more promotionbased,
because that's what locals tend to care about
when they're here every day versus tourists ... over the
- Omar Sacirbey
mjbizdaily.com | August 2022 37
Table of Contents for the Digital Edition of MJBizMag
From the Editor
Five Questions With Paul Weaver
DEFINE YOUR BRAND
Seed to CEO
MJBizMag - Cover1
MJBizMag - Cover2
MJBizMag - 3
MJBizMag - 4
MJBizMag - 5
MJBizMag - 6
MJBizMag - 7
MJBizMag - From the Editor
MJBizMag - 9
MJBizMag - Five Questions With Paul Weaver
MJBizMag - 11
MJBizMag - Hemp Notebook
MJBizMag - 13
MJBizMag - Company News
MJBizMag - 15
MJBizMag - 16
MJBizMag - 17
MJBizMag - Industry Developmentts
MJBizMag - 19
MJBizMag - 20
MJBizMag - 21
MJBizMag - 22
MJBizMag - 23
MJBizMag - 24
MJBizMag - 25
MJBizMag - 26
MJBizMag - 27
MJBizMag - 28
MJBizMag - 29
MJBizMag - 30
MJBizMag - 31
MJBizMag - 32
MJBizMag - 33
MJBizMag - DEFINE YOUR BRAND
MJBizMag - 35
MJBizMag - 36
MJBizMag - 37
MJBizMag - 38
MJBizMag - 39
MJBizMag - 40
MJBizMag - 41
MJBizMag - 42
MJBizMag - 43
MJBizMag - 44
MJBizMag - 45
MJBizMag - 46
MJBizMag - 47
MJBizMag - 48
MJBizMag - 49
MJBizMag - 50
MJBizMag - 51
MJBizMag - Industtry Players
MJBizMag - 53
MJBizMag - 54
MJBizMag - 55
MJBizMag - Unboxed
MJBizMag - Our Advertisers
MJBizMag - Seed to CEO
MJBizMag - Cover3
MJBizMag - Cover4