Potcast 226: Building Better Brands
For more than twenty years I’ve worked in media and experiential marketing - everything from building brands and corporate storytelling to media management, event activation, and podcast development. If these things don’t come natural to you and you’re struggling to build your personal or professional brand, I created this potcast especially for you.
But, it’s also for you ganjapreneurs out there ready to create cannabis marketing that does something important for our entire industry.
When I moved to California in 2014, I knew I was getting into the cannabis industry. I just didn’t know which part. I started doing my homework and attending conferences where I learned the foundation of the industry. Education was the hole I knew I could fill. And I knew I’d be great at it. I visualized myself being the voice of the modern cannabis lifestyle and making daily cannabis consumption as accepted as happy hour. I began dreaming up my own cannabis lifestyle brand on nights and weekends during my time as the Make: magazine brand and marketing manager.
And Casually Baked was officially born on October 7, 2015. With the help of friends and family who believed in my vision, I slowly built Casually Baked for four years before making the leap and going all in on my quest to spread canna confidence.
I’ll admit the past couple of years have been tough for me business-wise. In 2020, I lost the bulk of my monthly income when I couldn’t have people in my studio during the lockdown. And because the fees and taxes from the “legal” California cannabis market are bleeding small and regional cannabis brands dry - that too is bad for my business. When companies are stretched financially thin, most times, the marketing budget is the first one to the chopping block.
So why am I telling you about my personal uphill battle in business?
Because I know from experience that building a great brand by yourself and with limited resources is exhausting. And that time is our most precious resource that social media is happy to steal away and then leave us high and shadow banned if we’re not carefully playing their game. While anxiety, on the other hand, flows like the bonus points with every purchase on that company credit card.
When times are tough it’s hard to be a creative marketer, an energized salesperson, and a business manager all at the same time. And when your brain is foggy and your bank account dwindling, it can be a true challenge to discern exactly where to focus your energy and efforts.
So I called up today’s guest to brainstorm how we can build better brands in cannabis without breaking the bank.
The art of building better brands requires us to try on a lot of perspectives and look from every angle. So if you need to smoke a doobie to get yourself into that open, curious, creative space, now is the time, my friend. Smoke ‘em if you got ‘em and settle in. It’s time to get casually baked.
Meet Mark DiMassimo
Mark DiMassimo is the founder and creative chief of DiGo, the industry-leading creative agency in Positive Behavior Change marketing. Mark founded his New York City-based ad agency in 1996. Since then DiGo has been named an Adweek Gold Best Agency and appeared on Inc's list of America's fastest-growing private companies four times.
Book Rec from Mark: Influence: The Psychology of Persuasion
I hope today's potcast has your wheels turning, and you're inspired to reexamine your brand and marketing efforts with fresh eyes. Society is in a constant state of evolution, so get excited about experimenting and mixing things up. And if you found value in this chat, you'll find some DiGo case studies and data from the company's Positive Behavior Change Index below.
Positive Behavior Change Marketing
Recent press on DiGo's campaign with BetterHelp:
Bylines authored by Mark which feature some of the data/research from the company's Positive Behavior Change Index:
What Facebook's Move To Meta Reveals About Rebranding, MediaPost
How Advertising Can Fight, Rather Than Fuel, the U.S. Mental Health Crisis, Healthcare Business Today
Building Strategic Advantage You Need:
Better product
Better name
Better brand message/connection
“If you don't have something to build on, then you're trying to do it dollar for dollar minute for minute, and guess what? You don't have more dollars and you don't have more minutes. You need a better idea. So spend your time focusing on having the better idea and then people will come to you.” -Mark DiMassimo, DiGo Brands
Spend more time thinking about who your audience is and what they want and need from you. And where does that intersect with your offering and brand values?
Mark’s Advice for Cannabis Brands
Change goes through stages. So I would say you're right where you ought to be. It's actually really fun to be the challenger. It's an adjustment when suddenly you're accepted and part of the establishment, so let's not rush it. There's a price to be paid sometimes, too, when they start to regulate you because you're accepted.
So, let's take advantage of this. Be proud about your message. And be real, not all cannabis consumption is positive behavior change. Just like not all exercise is positive behavior change. There are exercise addicts killing themselves out there.
So you can’t paint a product as complex and multifaceted as cannabis based on how some users use it, how some marketers marketed it. The more we’re thinking about the effect on people’s behaviors in their lives we’re managing to be a positive impact on people’s said behaviors. So not just thinking, am I selling it or am I not? But what’s the effect? The more we’re taking responsibility for that, the more we’re helping the whole industry become a positive force and fulfill its potential as a positive force. And the more positive force, the bigger we’ll be. -Mark DiMassimo
I’ve also linked an informative blog that New Frontier Data recently released. It discusses their 2022 Cannabis Digital Marketing Survey and the recent Cannabis Marketing Summit in Denver, CO.
New Frontier Data’s CEO Gary Allen told attendees, “Last year, there were about 50 million unique individuals who legally purchased cannabis in the United States. There are about 164 million pro-cannabis consumers in the United States, which means that there are a little over 100 million people sitting on the bench… Our job is to bring those consumers into this market.”
Based on New Frontier Data’s analysis of state legalization efforts, nine states are likely to legalize adult-use cannabis by 2030, with another nine states likely to legalize it for medical use. Should all 18 states pull the trigger on legalization over the next eight years, that means 96% of Americans will live in states with some form of legal cannabis access. And a projected $72 billion total will be spent in the legal market by 2030.
Of course, projections aren’t always accurate, but it is undeniable that cannabis will be mainstream before we know it. So stick with it. Stay focused. Define your cannabis contribution and hone it.
If you want to connect or collaborate with me - email your messages, requests or canna curious questions here.
Shop Casually Baked Partner Brands and Save
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Shop Casually Baked Partner Brands and Save 💚
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One thing I know for sure is that showing up for your community is the smoke circle of life.
So, however you decide to support our highly responsible cannabis movement, thanks for doing your part - your own perfect way - to puff puff pass it on.
Tell Me What You Think
Thanks to those of you who completed the Casually Baked listener survey. I appreciate your feedback and am using it to shape this season’s potcast interviews and event lineup. Moving forward, I’m slowing down my production schedule and will release new episodes of the potcast bi-weekly.
If you didn’t complete the survey there’s still time. As a thank you, you’ll receive a discount on cannabis lifestyle coaching for you or someone you love.