This transcript has been auto-generated
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welcome I'm your host Hilary Brickin and
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this is the Cannabis law Now podcast
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where we regularly discuss issues
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related to the Cannabis industry
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including investment day-to-day
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operational issues and potential reform
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on the horizon that will impact all
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cannabis businesses and investors in the
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United States
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welcome everybody to this episode of the
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Cannabis law Now podcast hope you guys
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have all been doing well today we have a
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real trait something that's personally
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close to my heart is the building of
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brands in the Cannabis space because in
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my opinion there's still a lot of room
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for improvement household names are
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starting to emerge though and I think
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today we have a representative of one of
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those potential names in Tiffany Chin
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who is the CEO of death row cannabis and
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if you don't know death row cannabis I
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don't know what you've been doing uh but
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it it Embraces the iconic stature image
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name likeness of the great Snoop Dog who
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I personally love he's a fantastic
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artist I think he's done a lot to raise
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the visibility of the Cannabis industry
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with his work and his brand so I'm
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really really glad to have Tiffany here
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today to talk to us about her roll at
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death row how it's gone the highs the
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lows and really I think from the
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perspective of operations management how
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to build and maintain a lasting cannabis
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brand so Tiffany welcome to the podcast
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so much it's so great to be here and I'm
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excited to chat about everything that
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you've just mentioned okay well and
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usually I the audience probably knows
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this I have some questions that I always
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ask our panelists but it's very
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conversational and feel free to share
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accordingly as we kind of go through
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these things but the first thing I think
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our listeners would want to know and
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certainly I want to know give us a
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little bit about your background in
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business generally and then specifically
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in the Cannabis sector yeah sure so I
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spent uh early career doing some
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Actuarial accounting consulting which is
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as boring as it sounds my most exciting
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engagement was with the Department of
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Labor so that kind of shows you how
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exciting that job was but I also had a a
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stint at Target corporate which was
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actually help informed my current job a
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little bit in terms of buying
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planogramming in stock facings um and
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and Retail organization so that was
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early on in my career um I actually took
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could leap and jumped into an internship
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in Los Angeles where I was making
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pennies on the dollar from what my
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previous job was giving me just to get a
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taste of I'd always had an affinity
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towards entertainment because I felt
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like even if the econom is not doing
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well even if they're you're struggling
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as a family entertainment is an
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inelastic service or good meaning and
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when I say entertainment I don't just
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mean TV film movies but also music video
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games going to theme parks Sports
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watching sports all these things kind of
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fill up our lives and give us
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entertainment and so I wanted to be in
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and around that world because the
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success of entertainment carries on even
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if you know the sentiment economically
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is not great right I ended up working at
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a boutique management firm that managed
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artists including Buster Ryme Snoop Dogg
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uh Faris movement Macy Gray and so the
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roster was super interesting to me
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because of the Legacy quote unquote
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artists artists that I loved growing up
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with in the 90s and the 2000s but then
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also they had Faris movement which um if
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you can't tell by my last name I am
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Asian and uh it was really cool to see
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that they had the only all Asian group
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that has hit number one on Billboard on
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their roster as well so I I I just had
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this draw to this management company and
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when I started I was an intern moved
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into business development and then my
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boss at the time was like hey there's
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you know it's 14 we just uh Colorado and
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Washington just announced their
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legalization recreationally we have to
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get into the space because we represent
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Snoop Dog and there's no one in this
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building who has a Confluence of
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business Acumen but also smokes weed
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every day there's one person in this
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building that does that and it's you and
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so here I am in my mid to late 20s being
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like is this what I want to do like
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where what's the business trajectory
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here industry-wise is it still going to
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be around and I'm really glad I took the
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leap because I cat's out of the bag now
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right and you can't her I I feel like
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it'd be a million cats back into one
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tiny but I'm really glad that that I did
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that back in 2015 and 16 respectively we
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launched snoop's uh original brand which
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was called Leafs by Snoop which was you
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know lbs which supposed to be
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colloquially known as pounds but that
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never took off I think due to some
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stylistic decisions which is okay but we
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were live in Colorado in 2015 and then
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in Canada a year later in 2016 and we we
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did really great things there I feel in
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terms of opening up the possibility of
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celebrity endorsements as well as their
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own products and then in 2020 I I'm
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sorry I know I'm going kind of long with
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my intro but in 2020 I ended up having a
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baby and so I took about a year off and
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in that time I really wanted to work
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from home and so I ended up finding a
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job outside of entertainment outside of
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cannabis in one of my other passions
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Fitness and about 4 days the Thursday
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before I was supposed to start work on
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Monday Snoop called me and was like hey
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would you what are you doing now would
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you like to come back I know you left
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the management firm but would you like
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to come work directly for me and run
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this portion of my business I
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unfortunately I had to tell him no at
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the time because I had just signed a
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contract but he said that he would
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continue contacting me every three or
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four months and he did and at about nine
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months he gave me the ultimatum like
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it's okay if you don't want to come back
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but I do have to look in Earnest for
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someone else to fill this role if you're
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not coming back um and it was at that
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time that I was like nope don't do it
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I'm coming back that was back top of
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2022 a year later in top of 2023 we
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launched Death Row Records cannabis
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which is now live in can uh sorry excuse
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me Michigan California Ohio soon to be
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in New Mexico and then subsequently um
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hopefully 20125 in two more territories
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and then we've also launched a different
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brand which is actually from the legacy
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of Leafs by Snoop called dog pounds but
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it's pronounced d it's spelled dog lbs
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and so International communities and and
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territories are not as okay with the
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words death or death row in their
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branding if anyone in the industry knows
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Health Canada is
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notoriously tough on branding marketing
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um even color ways for their packaging
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and so we had to do a different brand
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that would appeal more towards the
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International Community and so that's
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where the dog pounds brand comes in um
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and we're in Canada and
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Australia with that brand so that's
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pretty exciting but it is difficult to
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manage kind of two separate brands that
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kind of have a similar ethos um but the
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benefit of having death row is that
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Death Row Records is a record label it
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is we have a roster of artists of talent
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of you know we're we're thinking that
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there will be additional people involved
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under such as producers and managers and
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sound um sound Engineers because that
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all of that work does contribute to the
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final product of an album a record a
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single or even some film and TV that
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we've done under death row pictures so
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there's there's so many different facets
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of death row that are kind of coming
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together to support each other which I
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love being a part of so yeah hopefully
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that gives a a good understanding around
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from start to finish kind of how and
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where I got to where I am but yeah it's
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definitely been it's definitely been a
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little crazy of a ride and I've enjoyed
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every moment of it well first great
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problem to have with Snoop religiously
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calling you to do bis Devon operations
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management for the Cannabis line very
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cool and two you mentioned something
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that's quite interesting which is all
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these kind of support
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factors that comprise death row
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including in the Cannabis realm and I've
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always thought just personally
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anecdotally that cannabis branding can
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also kind of have this lifestyle aspect
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of it right it's not just about
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associating a brand with product quality
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or taste it really can have a lifestyle
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impact in how you kind of lead your
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daily routine do you think and see that
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death row is getting into that and
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supporting it even if it's got kind of
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dueling brands on the international
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scene versus domestic here in the US is
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that something that you see as a
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potential Boon in that if you're going
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to smoke our cannabis you might want to
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consider our clothing line and here are
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our lifestyle and wellness techniques
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that can match this particular
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experience is that something that you
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see it's definitely been discussed when
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when Snoop did buy the Death Row Records
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catalog and IP one of the things that he
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mentioned to all his managers was how he
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wanted to move forward with the brand
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and how it would be different from the
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'90s and early 2000s image of the brand
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and so he wanted to shed the notoriety
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and uplift not only his artists but the
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community that listens and participates
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in the music and other assets that we
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put out like film and TV shows right I
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think the biggest thing that he
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mentioned was I want transparency right
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and it's not just business transparency
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within our unit but rather for our
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consumers what does that look like right
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we're we're not trying to specifically
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for the Cannabis space
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we are really intent on not selling
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crazily priced cannabis we're seeing
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7080 e in jars that honestly don't need
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to be that much money and we are I still
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remember the days when I'd buy from my
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guy you know like it would be $150 or
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$200 an ounce and it was good bud and
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we're trying to go back to those days
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and reminisce around the 9 s when death
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row was big when I hate saying this but
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it is true like everyone puts five on it
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and then you all get to smoke like a two
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gram blunt together right and it's like
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not a it's not some where you're really
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stressing about the money you're putting
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down but you're enjoying your time with
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your friends at House Parties listening
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to good music and that's kind of the
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vibe that we are trying to convey and
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get people buy to buy in something that
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one of my my head of Ops says all the
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time is we're trying to un boof
273
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celebrity weed and the best thing that I
274
00:11:04,240 --> 00:11:09,760
can say about death row cannabis is that
275
00:11:07,040 --> 00:11:11,839
Snoop actually smokes it I literally
276
00:11:09,760 --> 00:11:15,320
went to the set of the voice yesterday
277
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and handed him like our newest line of
278
00:11:15,320 --> 00:11:19,720
you know cured and trimmed weed and
279
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obviously he's always happy to see me
280
00:11:19,720 --> 00:11:23,720
but I think a lot of the reason is
281
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because of what I bring as gifts when I
282
00:11:23,720 --> 00:11:27,880
do show up right so that's something
283
00:11:26,240 --> 00:11:30,200
that we couldn't say necessarily about
284
00:11:27,880 --> 00:11:33,000
Leaf by Snoop but Death Row Records
285
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cannabis is tried and true and he smokes
286
00:11:33,000 --> 00:11:37,920
it I mean I love to hear it as far as
287
00:11:35,760 --> 00:11:39,920
branding goes what an endorsement right
288
00:11:37,920 --> 00:11:42,200
to have you actually talk the talk it's
289
00:11:39,920 --> 00:11:44,480
got to help and you know you mentioned
290
00:11:42,200 --> 00:11:46,240
part of your role maybe is bringing
291
00:11:44,480 --> 00:11:49,560
gifts to set and things like that but
292
00:11:46,240 --> 00:11:52,480
your your title is CEO at death throw
293
00:11:49,560 --> 00:11:54,560
records cannabis and on the back of that
294
00:11:52,480 --> 00:11:56,880
what's your toughest job because some of
295
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these branding companies even if they've
296
00:11:56,880 --> 00:12:02,000
had celebrity backing there seems to be
297
00:11:59,600 --> 00:12:04,040
little business Acumen Within These
298
00:12:02,000 --> 00:12:06,800
communities it's a lot of kind of
299
00:12:04,040 --> 00:12:09,519
handshake deals not a lot of capability
300
00:12:06,800 --> 00:12:12,079
to scale or Vision or foresight or
301
00:12:09,519 --> 00:12:15,320
tracking of product Trends what's your
302
00:12:12,079 --> 00:12:18,040
toughest job right now as CEO that's a
303
00:12:15,320 --> 00:12:20,440
great question um I would say my
304
00:12:18,040 --> 00:12:22,920
toughest job right now is the fact that
305
00:12:20,440 --> 00:12:25,560
I have to wear so many hats we are a
306
00:12:22,920 --> 00:12:29,240
pretty flat organization right like my
307
00:12:25,560 --> 00:12:33,240
team is three people but I could also
308
00:12:29,240 --> 00:12:34,639
say that my team is 115 people because
309
00:12:33,240 --> 00:12:37,560
of the way that we structure a lot of
310
00:12:34,639 --> 00:12:40,560
our deals all of our partners do feel
311
00:12:37,560 --> 00:12:43,920
like partners and so even though they
312
00:12:40,560 --> 00:12:47,600
might not be under Snoop or in the Snoop
313
00:12:43,920 --> 00:12:50,160
camp or World they have his trust and
314
00:12:47,600 --> 00:12:52,800
vice versa right we we have their trust
315
00:12:50,160 --> 00:12:54,839
they have our trust and so whether we're
316
00:12:52,800 --> 00:12:57,959
talking about our Retail Partners in Los
317
00:12:54,839 --> 00:12:59,480
Angeles or Amsterdam or our uh
318
00:12:57,959 --> 00:13:02,320
production Partners in Michigan in New
319
00:12:59,480 --> 00:13:05,240
Mexico Ohio and California they see the
320
00:13:02,320 --> 00:13:07,839
vision and they are all in on it the
321
00:13:05,240 --> 00:13:10,160
problem is being able to understand like
322
00:13:07,839 --> 00:13:13,199
I'm I'm doing business development I'm
323
00:13:10,160 --> 00:13:15,399
doing operations I'm doing negotiations
324
00:13:13,199 --> 00:13:16,399
but I'm also project managing and I
325
00:13:15,399 --> 00:13:18,399
think this comes with a lot of
326
00:13:16,399 --> 00:13:21,160
leadership positions it's difficult to
327
00:13:18,399 --> 00:13:24,240
let go right and when you do let go
328
00:13:21,160 --> 00:13:28,199
sometimes things Thrive but you have the
329
00:13:24,240 --> 00:13:30,680
anxiety of but I'm not in control will
330
00:13:28,199 --> 00:13:32,480
it continue doing well and so that's
331
00:13:30,680 --> 00:13:34,560
kind of the the hardest part is being
332
00:13:32,480 --> 00:13:37,279
able and feeling confident enough to
333
00:13:34,560 --> 00:13:39,760
hand off certain items whether it's a
334
00:13:37,279 --> 00:13:41,360
full business or just something small
335
00:13:39,760 --> 00:13:43,600
like hey can you draft up this email for
336
00:13:41,360 --> 00:13:46,199
me is handing those things off to people
337
00:13:43,600 --> 00:13:47,600
that I have built trust with over time
338
00:13:46,199 --> 00:13:49,800
so I would say that's probably the most
339
00:13:47,600 --> 00:13:51,519
difficult thing but as we keep growing
340
00:13:49,800 --> 00:13:53,320
we are making sure that we're not
341
00:13:51,519 --> 00:13:55,160
overspending I I don't want to name
342
00:13:53,320 --> 00:13:57,600
names of other brands or companies but
343
00:13:55,160 --> 00:14:00,639
there have obviously been quite a few
344
00:13:57,600 --> 00:14:03,519
nice case studies around raising eight
345
00:14:00,639 --> 00:14:06,040
nine figure investment rounds and then
346
00:14:03,519 --> 00:14:07,480
uh burning through it because they were
347
00:14:06,040 --> 00:14:10,639
under the impression that they would
348
00:14:07,480 --> 00:14:13,560
always be able to raise more capital and
349
00:14:10,639 --> 00:14:16,160
so there is still something to be said
350
00:14:13,560 --> 00:14:17,839
around you know austerity and making
351
00:14:16,160 --> 00:14:20,279
sure that you're you're operating within
352
00:14:17,839 --> 00:14:23,079
your means and you're able to pay your
353
00:14:20,279 --> 00:14:24,680
vendors and your employees so that is
354
00:14:23,079 --> 00:14:25,959
also top of mind right so it's making
355
00:14:24,680 --> 00:14:28,680
sure that we're not overspending which
356
00:14:25,959 --> 00:14:30,720
is easy to do in the space but also
357
00:14:28,680 --> 00:14:32,399
being able to let go that's definitely
358
00:14:30,720 --> 00:14:34,199
probably one of the hardest things and
359
00:14:32,399 --> 00:14:36,639
I'm being able to let go talking about
360
00:14:34,199 --> 00:14:38,320
these Partnerships because that to me is
361
00:14:36,639 --> 00:14:40,120
key right these are the people that are
362
00:14:38,320 --> 00:14:41,720
following your specifications they're in
363
00:14:40,120 --> 00:14:43,639
control of quality you're working
364
00:14:41,720 --> 00:14:46,720
closely with them if there's a recall
365
00:14:43,639 --> 00:14:50,000
you have to deal with them what makes
366
00:14:46,720 --> 00:14:51,320
just a fantastic partner for death row
367
00:14:50,000 --> 00:14:54,440
yeah like what do what do you look for
368
00:14:51,320 --> 00:14:56,680
what's the the the jahv of the partner I
369
00:14:54,440 --> 00:14:59,240
would say Okay number one product
370
00:14:56,680 --> 00:15:01,880
quality needs to be there it needs to be
371
00:14:59,240 --> 00:15:04,399
on point we used to back when I was
372
00:15:01,880 --> 00:15:09,079
working at the management firm the
373
00:15:04,399 --> 00:15:12,199
bottom line was key and that's fine but
374
00:15:09,079 --> 00:15:13,959
there's another thesis around product
375
00:15:12,199 --> 00:15:16,399
first right and this is this comes from
376
00:15:13,959 --> 00:15:17,199
when you're doing project management at
377
00:15:16,399 --> 00:15:20,240
tech
378
00:15:17,199 --> 00:15:22,560
companies experience first right like
379
00:15:20,240 --> 00:15:25,040
what is it called uiux first experience
380
00:15:22,560 --> 00:15:29,160
first product first and then the bottom
381
00:15:25,040 --> 00:15:31,800
line will come and so we were intent on
382
00:15:29,160 --> 00:15:33,519
making sure that this time around we
383
00:15:31,800 --> 00:15:36,399
didn't launch in Colorado we didn't
384
00:15:33,519 --> 00:15:38,440
launch in Canada or any other territory
385
00:15:36,399 --> 00:15:41,720
we wanted to make sure we were home and
386
00:15:38,440 --> 00:15:44,440
that we launched in California where
387
00:15:41,720 --> 00:15:47,160
death row lives I wouldn't say he was
388
00:15:44,440 --> 00:15:49,519
born but lives where Snoop is from and
389
00:15:47,160 --> 00:15:53,519
lives and and really brings about that
390
00:15:49,519 --> 00:15:58,040
California Vibe and really pressing upon
391
00:15:53,519 --> 00:16:00,360
the fact but also View and image that
392
00:15:58,040 --> 00:16:02,639
California grows has the best cannabis
393
00:16:00,360 --> 00:16:04,720
right and so we launched in California
394
00:16:02,639 --> 00:16:07,120
first and then what we did was we we
395
00:16:04,720 --> 00:16:08,959
kept going on afterwards finding other
396
00:16:07,120 --> 00:16:10,720
territories or different things that
397
00:16:08,959 --> 00:16:13,680
Snoop and I were interested in getting
398
00:16:10,720 --> 00:16:15,360
into beverages the hemp Market or the
399
00:16:13,680 --> 00:16:17,120
the tobacco market like all these
400
00:16:15,360 --> 00:16:19,000
different things that are in and around
401
00:16:17,120 --> 00:16:21,360
cannabis right when you talk about a
402
00:16:19,000 --> 00:16:23,160
good partner there are different ways to
403
00:16:21,360 --> 00:16:26,160
describe great Partners sometimes
404
00:16:23,160 --> 00:16:28,160
there's more involvement right because
405
00:16:26,160 --> 00:16:31,000
maybe they're really great at
406
00:16:28,160 --> 00:16:32,800
formulating and canning I'm using
407
00:16:31,000 --> 00:16:34,560
beverages as an example but maybe their
408
00:16:32,800 --> 00:16:37,440
branding is not great maybe their
409
00:16:34,560 --> 00:16:38,800
understanding of marketing and visuals
410
00:16:37,440 --> 00:16:40,600
are not the best so that's where we
411
00:16:38,800 --> 00:16:43,319
would come and help supplement right and
412
00:16:40,600 --> 00:16:45,880
then there's other partners that
413
00:16:43,319 --> 00:16:47,519
basically after we sign the contract we
414
00:16:45,880 --> 00:16:49,240
don't we don't talk much and they just
415
00:16:47,519 --> 00:16:51,240
execute for us and they just send
416
00:16:49,240 --> 00:16:53,319
approvals hey like is this packaging
417
00:16:51,240 --> 00:16:55,319
okay hey is this font okay we we Supply
418
00:16:53,319 --> 00:16:58,600
them with the assets and then they
419
00:16:55,319 --> 00:17:00,959
basically just run with it and those are
420
00:16:58,600 --> 00:17:03,199
really great Partners too because
421
00:17:00,959 --> 00:17:05,319
they're self-sufficient but they also
422
00:17:03,199 --> 00:17:08,079
know when to ask for help and then we
423
00:17:05,319 --> 00:17:11,880
are able to address their concerns I
424
00:17:08,079 --> 00:17:13,640
believe pretty well so we there again
425
00:17:11,880 --> 00:17:15,480
like like like I said there's different
426
00:17:13,640 --> 00:17:18,120
ways of assessing how a partner is
427
00:17:15,480 --> 00:17:21,120
really good but as long as I would say
428
00:17:18,120 --> 00:17:24,280
like no product uh quality issues is
429
00:17:21,120 --> 00:17:26,799
probably the biggest one um we as a
430
00:17:24,280 --> 00:17:28,919
company we have encountered quite a few
431
00:17:26,799 --> 00:17:31,280
failed testing for certain batches and
432
00:17:28,919 --> 00:17:33,080
we don't put them out we are very very
433
00:17:31,280 --> 00:17:36,360
very sure about that and make sure that
434
00:17:33,080 --> 00:17:37,120
we don't ever put our customers Health
435
00:17:36,360 --> 00:17:40,200
in
436
00:17:37,120 --> 00:17:42,880
detrim and so it's just very interesting
437
00:17:40,200 --> 00:17:44,320
to think about what you would call a
438
00:17:42,880 --> 00:17:45,840
good partner so I'm sorry I don't know
439
00:17:44,320 --> 00:17:47,919
if I answered your question but there
440
00:17:45,840 --> 00:17:50,600
are different ways to assess that yeah
441
00:17:47,919 --> 00:17:52,799
no you definitely did and it's good to
442
00:17:50,600 --> 00:17:54,120
know that there's not one size fits all
443
00:17:52,799 --> 00:17:56,360
you may be looking for different things
444
00:17:54,120 --> 00:17:58,919
out of different partners different
445
00:17:56,360 --> 00:18:00,720
product offerings and I think the the
446
00:17:58,919 --> 00:18:02,080
main thing is you really have to analyze
447
00:18:00,720 --> 00:18:04,000
what they can provide and what their
448
00:18:02,080 --> 00:18:07,120
competencies are and nobody's going to
449
00:18:04,000 --> 00:18:08,840
be a Panacea for your branding needs and
450
00:18:07,120 --> 00:18:10,360
you know kind of on the back of that
451
00:18:08,840 --> 00:18:12,400
because the first question I asked was
452
00:18:10,360 --> 00:18:14,360
what's your toughest job as CEO what's
453
00:18:12,400 --> 00:18:18,039
your easiest job the job you like the
454
00:18:14,360 --> 00:18:21,640
most that's great question I would
455
00:18:18,039 --> 00:18:24,440
say um if I ever need a meeting with
456
00:18:21,640 --> 00:18:27,080
anybody there is very very little
457
00:18:24,440 --> 00:18:30,960
resistance whether it's from asking some
458
00:18:27,080 --> 00:18:34,520
a mutual uh acquaint or contact or a
459
00:18:30,960 --> 00:18:39,760
cold reach out I remember back in 2014
460
00:18:34,520 --> 00:18:43,000
when I emailed mark zean from Tweed or
461
00:18:39,760 --> 00:18:46,240
now canopy he was the CEO or president
462
00:18:43,000 --> 00:18:48,240
and i' literally just emailed high.com
463
00:18:46,240 --> 00:18:50,640
because that was their that was their uh
464
00:18:48,240 --> 00:18:52,280
catchall email and he just couldn't
465
00:18:50,640 --> 00:18:53,440
believe that it was he he looked me up
466
00:18:52,280 --> 00:18:54,600
he looked up the management company he
467
00:18:53,440 --> 00:18:57,559
was like okay it seems like they're
468
00:18:54,600 --> 00:19:00,559
legit but I still don't believe it and
469
00:18:57,559 --> 00:19:02,440
then only until I went up to Ottawa and
470
00:19:00,559 --> 00:19:04,440
met him in real life was he like okay
471
00:19:02,440 --> 00:19:06,480
this is not a scam this is legitimate
472
00:19:04,440 --> 00:19:07,919
and it's crazy that like that that's one
473
00:19:06,480 --> 00:19:10,080
story but then there's a lot of other
474
00:19:07,919 --> 00:19:11,520
stories where it's like you know
475
00:19:10,080 --> 00:19:13,640
obviously I get a lot of LinkedIn
476
00:19:11,520 --> 00:19:16,440
invitations um I'll get a lot of cold
477
00:19:13,640 --> 00:19:20,400
emails I I get a lot of um bombardment
478
00:19:16,440 --> 00:19:22,799
after speeches or panels uh but you know
479
00:19:20,400 --> 00:19:25,039
I'm I'm usually I would say 99% of the
480
00:19:22,799 --> 00:19:28,159
time a pretty open book and I will
481
00:19:25,039 --> 00:19:30,000
always take at least one call and so the
482
00:19:28,159 --> 00:19:32,480
easiest part part of my job I would say
483
00:19:30,000 --> 00:19:35,120
is making connections and finding
484
00:19:32,480 --> 00:19:37,480
finding great people across the board
485
00:19:35,120 --> 00:19:39,919
which then I can utilize as multiple
486
00:19:37,480 --> 00:19:42,120
points of due diligence when I'm looking
487
00:19:39,919 --> 00:19:44,240
at potential Partners right like I I
488
00:19:42,120 --> 00:19:46,080
make these relationships and I'm like oh
489
00:19:44,240 --> 00:19:47,440
hey you're an Arizona or you're in
490
00:19:46,080 --> 00:19:48,919
Oklahoma what do you think about this
491
00:19:47,440 --> 00:19:51,559
group what do you think about that group
492
00:19:48,919 --> 00:19:54,000
right and even though all those are
493
00:19:51,559 --> 00:19:56,280
maybe anecdotal once I can get five to
494
00:19:54,000 --> 00:19:59,200
10 of those data points it becomes less
495
00:19:56,280 --> 00:20:01,919
anecdotal and more Trend and then
496
00:19:59,200 --> 00:20:05,159
that then informs decision making for me
497
00:20:01,919 --> 00:20:08,159
and my team got it what do you think
498
00:20:05,159 --> 00:20:09,440
let's say the top one to two factors are
499
00:20:08,159 --> 00:20:11,320
because now you've been in it for a
500
00:20:09,440 --> 00:20:13,320
while you're obviously approaching the
501
00:20:11,320 --> 00:20:16,320
10year mark
502
00:20:13,320 --> 00:20:20,039
congratulations that make up a more
503
00:20:16,320 --> 00:20:22,919
lasting cannabis brand and then you know
504
00:20:20,039 --> 00:20:24,600
the the convex of that what are going be
505
00:20:22,919 --> 00:20:27,840
one or two of the pitfalls that would
506
00:20:24,600 --> 00:20:31,120
destroy a brand yeah so I think
507
00:20:27,840 --> 00:20:34,600
authenticity is key and that's why our
508
00:20:31,120 --> 00:20:37,280
top tenant is making sure that the man
509
00:20:34,600 --> 00:20:38,960
behind the brand fully approves of the
510
00:20:37,280 --> 00:20:40,840
products that we are coming out with
511
00:20:38,960 --> 00:20:44,159
he's he's not an edible guy he's not a
512
00:20:40,840 --> 00:20:45,720
vape guy but he always does he does try
513
00:20:44,159 --> 00:20:47,799
them right when I when I go to Canada
514
00:20:45,720 --> 00:20:49,440
and I have different Vapes for him he's
515
00:20:47,799 --> 00:20:51,000
like oh that's that's Peach that's a
516
00:20:49,440 --> 00:20:52,200
little cherry flavor right he'll take a
517
00:20:51,000 --> 00:20:54,200
he'll take a little puff and he'll be
518
00:20:52,200 --> 00:20:56,559
like I like how that tastes where
519
00:20:54,200 --> 00:20:57,919
Edibles um we usually give him blanks
520
00:20:56,559 --> 00:21:00,360
right and he'll be like I don't like
521
00:20:57,919 --> 00:21:01,880
that bite it's too chewy for me and then
522
00:21:00,360 --> 00:21:04,280
I'll be like okay well let's let's let's
523
00:21:01,880 --> 00:21:06,080
look at doing pectin instead of gelatin
524
00:21:04,280 --> 00:21:09,159
right and we're we we'll talk through
525
00:21:06,080 --> 00:21:11,240
these formulations together separately
526
00:21:09,159 --> 00:21:15,240
so that's authenticity another thing
527
00:21:11,240 --> 00:21:19,679
that I want to touch on is how cannabis
528
00:21:15,240 --> 00:21:22,720
flow is a commodity um like gold or
529
00:21:19,679 --> 00:21:24,600
apples right but then there is the
530
00:21:22,720 --> 00:21:26,559
processed or produced manufactured
531
00:21:24,600 --> 00:21:28,919
products in the same case I would say
532
00:21:26,559 --> 00:21:31,600
maybe applesauce or a gold necklace
533
00:21:28,919 --> 00:21:33,559
right those have more value than maybe
534
00:21:31,600 --> 00:21:36,320
not gold but like those have more
535
00:21:33,559 --> 00:21:39,919
lasting value or even shelf space or
536
00:21:36,320 --> 00:21:41,840
perceived margin uh over their initial
537
00:21:39,919 --> 00:21:44,360
Commodities and the same is to be said
538
00:21:41,840 --> 00:21:47,960
for cannabis right not everyone can do
539
00:21:44,360 --> 00:21:51,320
what Kea and Kan and um all these other
540
00:21:47,960 --> 00:21:54,760
great Brands can do and so in order to
541
00:21:51,320 --> 00:21:57,200
get that same type of or a consistent
542
00:21:54,760 --> 00:21:59,919
experience you you rely on these Brands
543
00:21:57,200 --> 00:22:02,799
right so I would say for the brands that
544
00:21:59,919 --> 00:22:05,400
are focused on more of the manufactured
545
00:22:02,799 --> 00:22:07,320
products consistency is key and I think
546
00:22:05,400 --> 00:22:09,520
a lot of those companies have been able
547
00:22:07,320 --> 00:22:12,480
to dial that in because the processing
548
00:22:09,520 --> 00:22:15,840
manufacturing process is extremely easy
549
00:22:12,480 --> 00:22:18,000
to make sure that your Sops are fully
550
00:22:15,840 --> 00:22:21,240
consistent right when it comes to a
551
00:22:18,000 --> 00:22:24,000
flower brand I feel like and and this is
552
00:22:21,240 --> 00:22:26,480
still getting me out right it's not we
553
00:22:24,000 --> 00:22:29,120
we we're still shaking out it's not it's
554
00:22:26,480 --> 00:22:30,520
not like this is the winning solution
555
00:22:29,120 --> 00:22:32,240
but when it comes to the actual
556
00:22:30,520 --> 00:22:35,720
commodity side of things like the flour
557
00:22:32,240 --> 00:22:37,159
and the raw product I would say yes
558
00:22:35,720 --> 00:22:40,360
consistency is key but you're not going
559
00:22:37,159 --> 00:22:41,679
to get that it's it's it seasons change
560
00:22:40,360 --> 00:22:44,080
whether it's if you're doing outdoor
561
00:22:41,679 --> 00:22:46,080
mixed light or Greenhouse the indoor
562
00:22:44,080 --> 00:22:48,400
conditions as much as you'd like to say
563
00:22:46,080 --> 00:22:51,799
they're always the same they are not and
564
00:22:48,400 --> 00:22:53,960
so consistency is key but I would say
565
00:22:51,799 --> 00:22:58,080
the promise of what you are putting in
566
00:22:53,960 --> 00:22:58,960
your package to the consumer stays
567
00:22:58,080 --> 00:23:00,520
consistent
568
00:22:58,960 --> 00:23:03,159
that's the consistent point so like
569
00:23:00,520 --> 00:23:05,520
maybe the flower this month is not the
570
00:23:03,159 --> 00:23:08,240
same as the flower next month on shelf
571
00:23:05,520 --> 00:23:10,440
but as long as what the consumer is
572
00:23:08,240 --> 00:23:12,360
expecting is the same as what you are
573
00:23:10,440 --> 00:23:13,200
giving them like brand identity versus
574
00:23:12,360 --> 00:23:15,480
brand
575
00:23:13,200 --> 00:23:17,559
image as long as those that don't have a
576
00:23:15,480 --> 00:23:20,720
large discrepancy I think that's the
577
00:23:17,559 --> 00:23:23,400
solution or the success of a great
578
00:23:20,720 --> 00:23:26,960
lasting cannabis brand and what about
579
00:23:23,400 --> 00:23:29,720
the the evils the pitfalls yeah um I
580
00:23:26,960 --> 00:23:32,240
would say the
581
00:23:29,720 --> 00:23:36,200
the pitfalls I would say include this
582
00:23:32,240 --> 00:23:38,440
sounds so silly but when your intentions
583
00:23:36,200 --> 00:23:41,640
at the top or even at management level
584
00:23:38,440 --> 00:23:43,039
are not great there have I'm not going
585
00:23:41,640 --> 00:23:46,360
to call them out but there have been
586
00:23:43,039 --> 00:23:48,200
multiple times where certain CEOs or
587
00:23:46,360 --> 00:23:51,919
managers have been caught saying certain
588
00:23:48,200 --> 00:23:55,840
things around smaller brands or not
589
00:23:51,919 --> 00:23:58,120
paying AP and that those are Bad actors
590
00:23:55,840 --> 00:24:01,400
in our space and there are Bad actors in
591
00:23:58,120 --> 00:24:03,240
almost every space what the reason why
592
00:24:01,400 --> 00:24:05,559
you're seeing so many now in cannabis is
593
00:24:03,240 --> 00:24:08,919
because we're still a relatively nent
594
00:24:05,559 --> 00:24:11,679
industry that is perceived to be able to
595
00:24:08,919 --> 00:24:14,919
be taken advantage of and so as long as
596
00:24:11,679 --> 00:24:17,159
you're able to figure out which ones are
597
00:24:14,919 --> 00:24:19,000
the Bad actors and I'm I'll I'll tell
598
00:24:17,159 --> 00:24:21,080
you straight up I'm not I'm not the best
599
00:24:19,000 --> 00:24:23,480
at it right like I'm a very friendly
600
00:24:21,080 --> 00:24:26,279
gregarious person and if someone
601
00:24:23,480 --> 00:24:28,720
reciprocates that to me I usually am
602
00:24:26,279 --> 00:24:30,399
like great then I start asking and
603
00:24:28,720 --> 00:24:32,600
people are like oh yeah he's a con man
604
00:24:30,399 --> 00:24:35,520
or like oh yeah don't believe her right
605
00:24:32,600 --> 00:24:38,960
then that's what gives me the insight
606
00:24:35,520 --> 00:24:41,399
into how how to make sure not to not to
607
00:24:38,960 --> 00:24:43,840
move but the problem with the pitfalls
608
00:24:41,399 --> 00:24:45,760
of a of a brand are when the people
609
00:24:43,840 --> 00:24:47,679
behind the brand start saying things
610
00:24:45,760 --> 00:24:50,080
that don't necessarily align with the
611
00:24:47,679 --> 00:24:51,880
brand itself and again those might not
612
00:24:50,080 --> 00:24:54,760
have been on the record but they still
613
00:24:51,880 --> 00:24:56,840
get leaked and you just got to watch and
614
00:24:54,760 --> 00:24:58,520
make sure that you are you're living the
615
00:24:56,840 --> 00:25:00,799
ethos of the brand that you're trying to
616
00:24:58,520 --> 00:25:04,200
represent yeah I would say cannabis is
617
00:25:00,799 --> 00:25:07,080
still rif with the concept of caveat T
618
00:25:04,200 --> 00:25:10,200
bware and it's all the way around
619
00:25:07,080 --> 00:25:12,200
because of its infancy even though it
620
00:25:10,200 --> 00:25:14,080
has been around for 10 plus years
621
00:25:12,200 --> 00:25:16,159
because of federal illegality there is a
622
00:25:14,080 --> 00:25:18,120
perception that bad actors have it
623
00:25:16,159 --> 00:25:20,080
easier if you're violating one law you
624
00:25:18,120 --> 00:25:22,640
have a license to violate other laws and
625
00:25:20,080 --> 00:25:24,279
you treat people accordingly so I that
626
00:25:22,640 --> 00:25:26,080
one I completely understand even as a
627
00:25:24,279 --> 00:25:29,480
lawyer and deciding who to take on as a
628
00:25:26,080 --> 00:25:30,440
client same evaluation you know yeah I I
629
00:25:29,480 --> 00:25:33,240
can't even
630
00:25:30,440 --> 00:25:34,840
imagine that process for you guys
631
00:25:33,240 --> 00:25:37,279
because I don't think I don't think
632
00:25:34,840 --> 00:25:39,880
about taking on Partnerships based off
633
00:25:37,279 --> 00:25:41,520
of whether or not they're obviously we
634
00:25:39,880 --> 00:25:43,159
do the due diligence like reputation's
635
00:25:41,520 --> 00:25:44,880
important and all that but your
636
00:25:43,159 --> 00:25:46,559
checklist or your due diligence is
637
00:25:44,880 --> 00:25:48,279
probably very different than than mine
638
00:25:46,559 --> 00:25:49,760
or other brands right so that's that's
639
00:25:48,279 --> 00:25:52,440
really interesting to hear a perspective
640
00:25:49,760 --> 00:25:54,440
on too I'd love to compare our BS Radars
641
00:25:52,440 --> 00:25:56,240
because together we might make the
642
00:25:54,440 --> 00:25:58,320
perfect watchtower in the Cannabis
643
00:25:56,240 --> 00:26:00,200
industry okay couple more couple more
644
00:25:58,320 --> 00:26:02,200
questions while I have you and just
645
00:26:00,200 --> 00:26:05,080
quickly this is kind of an easy one do
646
00:26:02,200 --> 00:26:07,799
you have a favorite state in which death
647
00:26:05,080 --> 00:26:10,399
row operates and how's it been in
648
00:26:07,799 --> 00:26:12,159
California California is pretty rough um
649
00:26:10,399 --> 00:26:13,919
right now it's been pretty flat that's
650
00:26:12,159 --> 00:26:16,399
no secret but do you have a favorite
651
00:26:13,919 --> 00:26:20,000
state that you operate in otherwise I do
652
00:26:16,399 --> 00:26:22,600
not I think each state has its own it's
653
00:26:20,000 --> 00:26:24,039
fun to see like Ohio right Ohio is just
654
00:26:22,600 --> 00:26:26,200
turning medical uh just turning
655
00:26:24,039 --> 00:26:29,120
recreational after voting uh less than a
656
00:26:26,200 --> 00:26:30,399
year ago and so that that's fun to see
657
00:26:29,120 --> 00:26:32,520
right whereas Michigan is one of the
658
00:26:30,399 --> 00:26:36,039
largest markets which is also great to
659
00:26:32,520 --> 00:26:38,520
see comparing it its growth to
660
00:26:36,039 --> 00:26:40,240
California's stagnant growth over the
661
00:26:38,520 --> 00:26:42,360
last couple years and I'm also from the
662
00:26:40,240 --> 00:26:44,360
Midwest so that's fun to see as well but
663
00:26:42,360 --> 00:26:46,120
then you look at and we're not in some
664
00:26:44,360 --> 00:26:47,679
of these territories but it's it's again
665
00:26:46,120 --> 00:26:50,799
really interesting to see how Nevada
666
00:26:47,679 --> 00:26:52,679
does what they're doing and not that
667
00:26:50,799 --> 00:26:54,279
they're gangster or anything but it's
668
00:26:52,679 --> 00:26:56,679
fun to see how like the gaming
669
00:26:54,279 --> 00:26:59,120
commission is being replicated in the
670
00:26:56,679 --> 00:27:01,279
Cannabis world and how like the big
671
00:26:59,120 --> 00:27:03,159
players are all posturing and and and
672
00:27:01,279 --> 00:27:05,799
lobbying to make sure certain things do
673
00:27:03,159 --> 00:27:07,320
or don't happen for example like hemp
674
00:27:05,799 --> 00:27:08,960
intoxicating hemp not being allowed to
675
00:27:07,320 --> 00:27:11,480
be sold there but then there's there's
676
00:27:08,960 --> 00:27:13,640
States like States like Oklahoma which
677
00:27:11,480 --> 00:27:15,039
are like free rain for all right like
678
00:27:13,640 --> 00:27:16,600
everyone gets a license you want a
679
00:27:15,039 --> 00:27:18,679
license it's like Oprah giving out
680
00:27:16,600 --> 00:27:21,200
everyone a car or something but then
681
00:27:18,679 --> 00:27:26,360
there's Arizona where it's like you only
682
00:27:21,200 --> 00:27:27,840
have 70 160 physical locations and then
683
00:27:26,360 --> 00:27:30,399
their structure is so different right
684
00:27:27,840 --> 00:27:33,159
because it's like everything leads up to
685
00:27:30,399 --> 00:27:35,320
the license which is only the retail so
686
00:27:33,159 --> 00:27:37,159
it's just like it's really cool to see
687
00:27:35,320 --> 00:27:39,840
how every state is trying to do certain
688
00:27:37,159 --> 00:27:41,640
things and then seeing how other states
689
00:27:39,840 --> 00:27:43,760
are necessarily modeling after previous
690
00:27:41,640 --> 00:27:45,840
states that have legalized I would say
691
00:27:43,760 --> 00:27:47,919
California is definitely tough it is the
692
00:27:45,840 --> 00:27:50,880
market that we are most familiar with
693
00:27:47,919 --> 00:27:52,360
but non-payment is the biggest issue
694
00:27:50,880 --> 00:27:54,240
right when you go from the bottom of the
695
00:27:52,360 --> 00:27:55,720
supply chain up and then you see that
696
00:27:54,240 --> 00:27:57,159
the producers the brands the whatever
697
00:27:55,720 --> 00:28:00,000
are not getting paid because the
698
00:27:57,159 --> 00:28:02,919
retailers are getting taxed out the
699
00:28:00,000 --> 00:28:06,399
Wazoo and then can't write certain
700
00:28:02,919 --> 00:28:09,080
things off then that gets up to you know
701
00:28:06,399 --> 00:28:12,159
distribution up to processing and then a
702
00:28:09,080 --> 00:28:16,000
lot of things don't get paid so of the
703
00:28:12,159 --> 00:28:19,919
five to 800 stores in California like
704
00:28:16,000 --> 00:28:22,799
90% of them are on a list that we have
705
00:28:19,919 --> 00:28:26,760
crowdsourced from some Distributors of
706
00:28:22,799 --> 00:28:30,320
being less than desirable or bad credit
707
00:28:26,760 --> 00:28:32,480
right meaning they have 90 plus days of
708
00:28:30,320 --> 00:28:34,320
AR that has not been paid and so we
709
00:28:32,480 --> 00:28:36,640
don't sell to them we don't we we have
710
00:28:34,320 --> 00:28:38,320
that list it gets updated every six
711
00:28:36,640 --> 00:28:40,120
months or so you know we're we're we're
712
00:28:38,320 --> 00:28:41,120
technically getting it from a peace meal
713
00:28:40,120 --> 00:28:43,360
like peace meal from a bunch of
714
00:28:41,120 --> 00:28:45,880
different places data and all that stuff
715
00:28:43,360 --> 00:28:47,360
from an analytics company as well as
716
00:28:45,880 --> 00:28:49,279
personal relationships that we have in
717
00:28:47,360 --> 00:28:51,519
the space we get a lot of comments where
718
00:28:49,279 --> 00:28:54,039
it's like why are you guys not in more
719
00:28:51,519 --> 00:28:55,480
doors and there's a reason why we're
720
00:28:54,039 --> 00:28:58,480
we're we're being very careful we are a
721
00:28:55,480 --> 00:29:00,279
new brand and given what I said earlier
722
00:28:58,480 --> 00:29:02,120
on our podcast Hillary about you know
723
00:29:00,279 --> 00:29:03,080
that leak about that CEO saying like we
724
00:29:02,120 --> 00:29:04,240
just don't pay new brands because
725
00:29:03,080 --> 00:29:07,159
they're going to be out of business in a
726
00:29:04,240 --> 00:29:09,000
year we don't want to sell to those Bad
727
00:29:07,159 --> 00:29:10,640
actors right we want to work with
728
00:29:09,000 --> 00:29:13,720
retailers that see the vision and want
729
00:29:10,640 --> 00:29:16,799
to support and want to make sure that
730
00:29:13,720 --> 00:29:20,360
everyone's winning in the space right um
731
00:29:16,799 --> 00:29:22,760
so that I would say is my assessment of
732
00:29:20,360 --> 00:29:25,120
how California is we we're we're doing
733
00:29:22,760 --> 00:29:27,120
well right like we we've made we did a
734
00:29:25,120 --> 00:29:28,720
Tupac drop recently that sold out in
735
00:29:27,120 --> 00:29:31,480
like less than 10 days
736
00:29:28,720 --> 00:29:33,360
and the attention is there the problem
737
00:29:31,480 --> 00:29:35,600
is just you know hopefully with any
738
00:29:33,360 --> 00:29:38,080
rescheduling descheduling or whatever
739
00:29:35,600 --> 00:29:40,679
else the the taxation element can go
740
00:29:38,080 --> 00:29:44,240
away which then would help a lot of both
741
00:29:40,679 --> 00:29:45,880
top and bottom line for the bottom of
742
00:29:44,240 --> 00:29:49,000
the supply chain to then distribute
743
00:29:45,880 --> 00:29:51,679
upwards so hopefully that happens but we
744
00:29:49,000 --> 00:29:53,240
are we're in that midst of restructuring
745
00:29:51,679 --> 00:29:55,440
for I think the whole state and maybe
746
00:29:53,240 --> 00:29:57,200
even the whole country yeah California's
747
00:29:55,440 --> 00:29:59,039
a paino which is disappointing because
748
00:29:57,200 --> 00:30:00,760
it's so big and verse and it really
749
00:29:59,039 --> 00:30:03,320
should be leading the way but it's got
750
00:30:00,760 --> 00:30:05,679
its own problems and how many stores do
751
00:30:03,320 --> 00:30:07,880
you think death row is in at this point
752
00:30:05,679 --> 00:30:09,600
ntion I'll have to double check with AK
753
00:30:07,880 --> 00:30:12,240
but I think we're maybe in like 50 right
754
00:30:09,600 --> 00:30:14,760
now in just California or nationally
755
00:30:12,240 --> 00:30:18,240
just yeah in um in Michigan I think
756
00:30:14,760 --> 00:30:21,039
we're in about 80 and then in Canada
757
00:30:18,240 --> 00:30:22,880
we're in like three or 400 so that's
758
00:30:21,039 --> 00:30:24,760
because it's more of a it's a national
759
00:30:22,880 --> 00:30:26,919
program right so it's a lot easier to
760
00:30:24,760 --> 00:30:28,519
make things happen on a national level
761
00:30:26,919 --> 00:30:30,880
than what's happening in the United
762
00:30:28,519 --> 00:30:33,240
I hear you okay Tiffany last question
763
00:30:30,880 --> 00:30:35,120
you've been so obliging and generous
764
00:30:33,240 --> 00:30:37,919
what final advice and parting words
765
00:30:35,120 --> 00:30:40,159
would you give to cannabis companies and
766
00:30:37,919 --> 00:30:43,440
our brand builders about getting into
767
00:30:40,159 --> 00:30:46,320
the Cannabis space right now 2024 yeah
768
00:30:43,440 --> 00:30:49,880
it's tough it is a hard space to get
769
00:30:46,320 --> 00:30:53,120
into I would say doing a lot of market
770
00:30:49,880 --> 00:30:55,960
research about what is out there and
771
00:30:53,120 --> 00:30:59,159
then focusing on where there is white
772
00:30:55,960 --> 00:31:02,000
space so I've seen strategies from
773
00:30:59,159 --> 00:31:05,120
certain brands that only focus only
774
00:31:02,000 --> 00:31:06,519
focus on chocolate Edibles right like
775
00:31:05,120 --> 00:31:07,720
they don't do gummies they don't do
776
00:31:06,519 --> 00:31:09,559
anything else they just do chocolate
777
00:31:07,720 --> 00:31:11,840
Edibles and they do them so well and
778
00:31:09,559 --> 00:31:14,240
that's like they're they're pointy they
779
00:31:11,840 --> 00:31:16,760
own that spot and they crush the market
780
00:31:14,240 --> 00:31:19,120
in that way right and so with that
781
00:31:16,760 --> 00:31:20,960
they're able to then shy away from the
782
00:31:19,120 --> 00:31:22,679
whole idea that we're an edible company
783
00:31:20,960 --> 00:31:24,799
they can really focus on the the facts
784
00:31:22,679 --> 00:31:27,320
of the chocolate that's going in there
785
00:31:24,799 --> 00:31:30,480
and really kind of dial into that sort
786
00:31:27,320 --> 00:31:32,200
of Road of branding when I think about
787
00:31:30,480 --> 00:31:34,279
other companies that have done different
788
00:31:32,200 --> 00:31:37,240
things like maybe a large swath of
789
00:31:34,279 --> 00:31:39,919
products the exercise really is around
790
00:31:37,240 --> 00:31:41,600
brand identity so I think I've said this
791
00:31:39,919 --> 00:31:44,320
a couple times during the call but the
792
00:31:41,600 --> 00:31:46,000
reason why a lot of Brands might not be
793
00:31:44,320 --> 00:31:48,679
seen as super favorable and I'm not just
794
00:31:46,000 --> 00:31:50,360
talking about cannabis but overall uh is
795
00:31:48,679 --> 00:31:52,679
that there is a discrepancy between
796
00:31:50,360 --> 00:31:54,919
brand identity and brand image so a
797
00:31:52,679 --> 00:31:56,600
brand identity is when the people who
798
00:31:54,919 --> 00:31:58,960
own the brand or are putting out the
799
00:31:56,600 --> 00:32:01,720
products what they think about the brand
800
00:31:58,960 --> 00:32:03,240
right so let's take Walmart for example
801
00:32:01,720 --> 00:32:04,440
the Walton might be like Walmart's a
802
00:32:03,240 --> 00:32:05,760
great place for people to shop for
803
00:32:04,440 --> 00:32:07,519
families it's cheap it's great you can
804
00:32:05,760 --> 00:32:09,559
buy everything all at one place and it's
805
00:32:07,519 --> 00:32:12,000
like it's it's great right whereas the
806
00:32:09,559 --> 00:32:14,720
brand I image which is what the
807
00:32:12,000 --> 00:32:17,639
consumers see or feel about the brand
808
00:32:14,720 --> 00:32:19,559
might be like Walmart is cheap Walmart
809
00:32:17,639 --> 00:32:21,880
is cheap could be good or bad right
810
00:32:19,559 --> 00:32:23,760
Walmart is a place where maybe lower
811
00:32:21,880 --> 00:32:25,639
income people go I don't want to be seen
812
00:32:23,760 --> 00:32:27,519
at Walmart right so there's clearly a
813
00:32:25,639 --> 00:32:29,720
discrepancy between the brand image and
814
00:32:27,519 --> 00:32:32,639
brand identity which needs to be
815
00:32:29,720 --> 00:32:35,679
squashed because once that uh once that
816
00:32:32,639 --> 00:32:37,880
discrepancy becomes zero or close to it
817
00:32:35,679 --> 00:32:39,480
then what you are messaging is being
818
00:32:37,880 --> 00:32:42,399
perceived the way you want it to be
819
00:32:39,480 --> 00:32:44,679
messaged and so I think that would be
820
00:32:42,399 --> 00:32:46,080
the biggest thing is get the brand out
821
00:32:44,679 --> 00:32:48,519
there obviously do all the leg work
822
00:32:46,080 --> 00:32:50,880
around like you know ideation and what
823
00:32:48,519 --> 00:32:54,440
you think the the industry needs but
824
00:32:50,880 --> 00:32:56,679
then after three six months do some do
825
00:32:54,440 --> 00:33:00,000
some uh what are they called uh focus
826
00:32:56,679 --> 00:33:02,399
groups do some surveys do some thought
827
00:33:00,000 --> 00:33:05,919
process analysis around what your
828
00:33:02,399 --> 00:33:07,279
consumers think about your product and
829
00:33:05,919 --> 00:33:10,399
there's so many different branding
830
00:33:07,279 --> 00:33:12,840
exercises that you can do to help bridge
831
00:33:10,399 --> 00:33:16,360
that gap between image and identity and
832
00:33:12,840 --> 00:33:18,159
so for us it's it's I'm I'm standing on
833
00:33:16,360 --> 00:33:19,320
the shoulders I'm literally with the man
834
00:33:18,159 --> 00:33:21,320
right now but I'm standing on the
835
00:33:19,320 --> 00:33:23,440
shoulders of a brand that's 30 years old
836
00:33:21,320 --> 00:33:27,000
so the brand image and identity are
837
00:33:23,440 --> 00:33:28,799
pretty solid and I'm very fortunate that
838
00:33:27,000 --> 00:33:31,600
I didn't have to Build and Grow this
839
00:33:28,799 --> 00:33:34,519
brand that it's been in music for 30
840
00:33:31,600 --> 00:33:36,519
years it's been in and around really
841
00:33:34,519 --> 00:33:39,120
globally famous artists for three
842
00:33:36,519 --> 00:33:41,679
decades and so it's easy for me to say
843
00:33:39,120 --> 00:33:43,600
this but hopefully there's some advice
844
00:33:41,679 --> 00:33:46,480
here that that some of the listeners can
845
00:33:43,600 --> 00:33:47,960
can uh apply well there you have it dear
846
00:33:46,480 --> 00:33:50,200
listener just because it's ferally
847
00:33:47,960 --> 00:33:52,600
illegal does not mean that brand image
848
00:33:50,200 --> 00:33:54,840
and identity have to be mutually
849
00:33:52,600 --> 00:33:57,159
exclusive um and you've heard it from
850
00:33:54,840 --> 00:33:59,279
the top with Tiffany Chen at Death Row
851
00:33:57,159 --> 00:34:02,519
Records cannabis Tiffany thank you so
852
00:33:59,279 --> 00:34:05,000
much for on to the podcast thank
853
00:34:02,519 --> 00:34:07,679
you and that concludes today's episode
854
00:34:05,000 --> 00:34:12,480
of the Cannabis law Now podcast until
855
00:34:07,679 --> 00:34:12,480
next time stayer stay alive