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Yeah, this one was a fun one. When I joined the company everything was Columbia Care. The name on the door, the name on the bottle, right? Everything was Columbia Care. Again, I sat back and watched and listened to what people were saying and how people were engaging. I realized there were two things that we needed: one, we needed product brands. This was going to ultimately become a game of brands, no question. We're still very early in that game. But that's where you saw the launch of Seed & Strain, Triple Seven, Amber, and Classics, and all of these product brands that we have. The other thing that we had to do is change the name on the door. There were two reasons for it. I firmly believed that you had to create a brand that stood on its own that would never be a product. So that it could be a safe place where you could curate all of the best products in the state. Your products and others - third-party and first-party products - bring the most curated, best selection of products possible into a retail ecosystem. And you knew when you were going in there that there was never going to be a product called \"whatever was the name on the door\" right? We know now that name is Cannabist but whatever that name was going to be, it couldn't also be a product brand. With the exception of Florida, where regulations are we have to put that name on the packaging, there are no Cannabist-brand products anywhere else in the country. The other thing that was very apparent to me and I talk about this a lot, but I took a trip to Florida. Florida is an incredibly restrictive market when it comes to regulations for advertising and things like that. It's a medical market. We were driving down the road and I'll never forget, it was a divided highway (as often is the case in Florida) and you're driving down, you have to make a U-turn and come back at something. We drove in this direction and we passed one of our dispensaries. I looked over and it just said Columbia Care. There's no other signage that could be outside, it was just the name. I remember at that moment I turned to our COO, David Hart, who was on the trip with me. I said, \"Man, I gotta be honest with you. There's a lot of stuff we could do. That could be a retirement home, that could be auto insurance. There are a lot of things Columbia Care could be. But I'll tell you what they don't do: they don't sell weed. There is no way that Columbia Care sells weed.\" We were laughing and we went to the dispensary where we were talking with the team about it. That was really a moment where I knew that the brand had to be very literal. We went through a lot of exercises, we looked at a lot of names, and very early on our CEO Nick Vita said, \"You know, for better or worse, everybody says they want to be the Apple of something. But the one thing that I love about an Apple Store is it's got a Genius Bar. I love that there's somewhere you can go and get educated.\" I said, \"No problem. We'll build education bars in. What do we want to call the people behind the bar?\" We had a couple of different naming conventions that we're looking at. But the one that we all loved was a Cannabist. It's like a name that already exists in the space, like a sommelier of weed. We said, \"We're gonna call the people Cannabists behind the bar.\" From there we said, \"Well, let's just name the whole thing Cannabist.\" It's super obvious. You drive down the street, and you see \"Cannabist\". Yeah. Which is cannabis - with a T. And it's like, \"I know exactly<\/em> what those guys sell.\"<\/span><\/p>","saveContent":"
Yeah, this one was a fun one. When I joined the company everything was Columbia Care. The name on the door, the name on the bottle, right? Everything was Columbia Care. Again, I sat back and watched and listened to what people were saying and how people were engaging. I realized there were two things that we needed: one, we needed product brands. This was going to ultimately become a game of brands, no question. We're still very early in that game. But that's where you saw the launch of Seed & Strain, Triple Seven, Amber, and Classics, and all of these product brands that we have. The other thing that we had to do is change the name on the door. There were two reasons for it. I firmly believed that you had to create a brand that stood on its own that would never be a product. So that it could be a safe place where you could curate all of the best products in the state. 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Any great marketer will tell you at this moment - or they should tell you - we had great partners. That's what makes a brand like this come alive, right? We had incredible partners on the agency side that we worked with 22Squared - based out of Atlanta and Tampa - they were our go-to on the creative side. They're a super talented team. So we got very lucky there. Then our internal team was very, very strong. We're very fortunate to have the team members that we do. When we were going through the exercise we knew we wanted to do blue, because Columbia Care was already synonymous with this cyan blue. I knew I didn't want to do cyan, but we wanted to do blue as an homage back to Columbia Care, and it was also something that had a lot of breathing space in our industry. I mean, everybody does green, right? And if you're not doing green, then you go the opposite direction to like super loud, yellow, or orange. So it feels like there's a lot of room here for a really pretty blue as a primary execution. We went down that road, we did blue. I wanted to do Art Deco. We're a New York City-based MSL, and there is nothing more Art Deco to me than New York City. Roaring twenties, Empire State Building, Chrysler Building. I just felt like it was such an iconic visual identity that no one was in. No one was building dispensaries with Art Deco themes, right? I said to myself, \"Well, what's something that would feel really different?\" I want the spaces to feel very elevated. I want them to feel very comfortable. Almost like when you walk into a West Elm or a Pottery Barn where you just want to sit on everything, right? I wanted them to be very comfortable but feel almost like that weird juxtaposition of like, \"I'm buying weed. But this place is like super nice. This is like a really nice, well-designed space.\" And, I wanted it to naturally bleed into a time when consumption lounges become more and more normalized. I want the brand that had the Speakeasy. So I planted a flag and said, \"We're going Art Deco and we're going to make the inside of this thing look so obvious that if you bolted a speakeasy onto the side of it, it would be like no brainer.\" Like literally just put in a door behind a painting and that's it, you're going into a consumption lounge. That's absolutely what happened. We just came together as a team, we collaborated, and we said, \"This is the direction that we want to go.\" From there, I mean, the rest is history. They just took off and ran with it.<\/span><\/p>","saveContent":"
Any great marketer will tell you at this moment - or they should tell you - we had great partners. That's what makes a brand like this come alive, right? We had incredible partners on the agency side that we worked with 22Squared - based out of Atlanta and Tampa - they were our go-to on the creative side. They're a super talented team. So we got very lucky there. Then our internal team was very, very strong. We're very fortunate to have the team members that we do. When we were going through the exercise we knew we wanted to do blue, because Columbia Care was already synonymous with this cyan blue. I knew I didn't want to do cyan, but we wanted to do blue as an homage back to Columbia Care, and it was also something that had a lot of breathing space in our industry. I mean, everybody does green, right? And if you're not doing green, then you go the opposite direction to like super loud, yellow, or orange. 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I think you're a tremendously humble guy because it sounds like you've identified the name didn't necessarily properly bring you guys forward, that it was confusing. I think for you guys to go Apple Store-feel down to \"How do we make this lounge of the future where people would actually want to come and sit down?\" As you transition from, what is a retail experience to an experience where people are almost extending their stay and consuming the product on site. That'll be tremendous. Obviously thinking about the future and thinking about, what these lounges might look like, but also thinking about maybe drawing inspiration. Are you following any other emerging software markets industry? We talk on the show about crypto and Metaverse and all sorts of things that are coming down the line. What are you keeping in your orbit in terms of things you're watching as you continue to hope for future legislation that allows for continued growth?<\/span><\/p>","saveContent":"
I think you're a tremendously humble guy because it sounds like you've identified the name didn't necessarily properly bring you guys forward, that it was confusing. I think for you guys to go Apple Store-feel down to \"How do we make this lounge of the future where people would actually want to come and sit down?\" As you transition from, what is a retail experience to an experience where people are almost extending their stay and consuming the product on site. That'll be tremendous. Obviously thinking about the future and thinking about, what these lounges might look like, but also thinking about maybe drawing inspiration. Are you following any other emerging software markets industry? We talk on the show about crypto and Metaverse and all sorts of things that are coming down the line. 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Exactly what you just said. I gave a talk a year and a half ago, and it was one of those moments that people keep coming back to. It was specifically about the customer set in New York City. I talked about \"Hey, all of you can probably take a guess who our average customer is in a state like California, or Colorado, or Arizona, right? But what if I was to tell you that the average consumer for Columbia Care right now in Manhattan is a 55-to-64 year old female with an incredibly affluent high net worth, who is using it as health and wellness and medicine?\" Everyone just sort of paused and was like \"Yeah.\" That's continued to change, as we've seen an expansion of the medical program, introduction of Flowr, that customer changes. That's why cannabis has to be something that feels comfortable for as many people as possible, and has to be a curated brand at the retail level. We have to build product brands that speak specifically to each of those. But you know, you talk about that broad spectrum of people that we serve, I'll tell a quick story about when I moved down here. I relocated from New York to Georgia during the pandemic, we live just north of Atlanta. Probably about six months after moving in here, it's the pandemic, so you don't meet a lot of your neighbors. But I met the people who live right across the street - and I'm not going to out anybody - but this person is a older gentleman, we'll put them in the bracket of 55 to 64, and lives across the street-ish from me. We had met at a couple of get-togethers for the neighborhood or whatever. I was playing golf with some friends, probably about three, four months after that, and we ran into him. He was actually playing in the Club Championship, so him and a bunch of his buddies were all there. I saw him inside at the tournament, I was getting a hotdog or something, and he said, \"Oh, hey, what's going on?\" I called him Isaiah, \"Hey, it's great to see you.\" He said, \"Hey, come outside, I got to introduce you to some of my friends.\" Why does this guy want to introduce me to his friends? Okay, sounds good. I walk outside, it's a table of a dozen 50-67-year-old men, and they're all sitting there drinking beer. They're already done with their rounds. This guy says, \"Oh, I want to introduce you guys to my neighbor, Jesse.\" And they all look up at me and say \"Hi\" and then went to get back to their beers. And he said, \"No, no, the neighbor.\" And every one of them were like, \"Oh, my God, I've got so much to ask you about, there's so much I want to know about what you do.\" I came home and I told my wife that I literally just spent 20 minutes getting behind on our tee time trying to explain the difference between CBD and THC to a table of a dozen 65-year-old retired men out there playing golf. But I feel like that's where we are at an inflection point, right now. We serve an incredibly wide spectrum of consumers across medical and adult-use, so you can't build campaign architectures that speak too narrowly, with assumptions of who it is that you're going to serve. The other thing, the other stat that I'll leave you with - which is terrifying as a marketer - we're about a 20-some-odd billion-dollar market right now, depending on what publication you buy into and I think they're all being very conservative. This is an $80 billion-plus market in the next three-to-five years. That means we don't know 75% of our customers. The indexes of what those customer segments look like and the type of messages and products that resonate with the people that we serve today are not at all going to be what's going to exist in three to five years.<\/span><\/p>","saveContent":"
Exactly what you just said. I gave a talk a year and a half ago, and it was one of those moments that people keep coming back to. It was specifically about the customer set in New York City. I talked about \"Hey, all of you can probably take a guess who our average customer is in a state like California, or Colorado, or Arizona, right? But what if I was to tell you that the average consumer for Columbia Care right now in Manhattan is a 55-to-64 year old female with an incredibly affluent high net worth, who is using it as health and wellness and medicine?\" Everyone just sort of paused and was like \"Yeah.\" That's continued to change, as we've seen an expansion of the medical program, introduction of Flowr, that customer changes. That's why cannabis has to be something that feels comfortable for as many people as possible, and has to be a curated brand at the retail level. We have to build product brands that speak specifically to each of those. But you know, you talk about that broad spectrum of people that we serve, I'll tell a quick story about when I moved down here. I relocated from New York to Georgia during the pandemic, we live just north of Atlanta. Probably about six months after moving in here, it's the pandemic, so you don't meet a lot of your neighbors. But I met the people who live right across the street - and I'm not going to out anybody - but this person is a older gentleman, we'll put them in the bracket of 55 to 64, and lives across the street-ish from me. We had met at a couple of get-togethers for the neighborhood or whatever. I was playing golf with some friends, probably about three, four months after that, and we ran into him. He was actually playing in the Club Championship, so him and a bunch of his buddies were all there. I saw him inside at the tournament, I was getting a hotdog or something, and he said, \"Oh, hey, what's going on?\" I called him Isaiah, \"Hey, it's great to see you.\" He said, \"Hey, come outside, I got to introduce you to some of my friends.\" Why does this guy want to introduce me to his friends? Okay, sounds good. I walk outside, it's a table of a dozen 50-67-year-old men, and they're all sitting there drinking beer. They're already done with their rounds. This guy says, \"Oh, I want to introduce you guys to my neighbor, Jesse.\" And they all look up at me and say \"Hi\" and then went to get back to their beers. 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I gotta imagine that a tremendous amount of this is staying in touch, seeing and monitoring who's actually entering the dispensaries to actually get a pulse on that because it is shifting so quickly. Last question I had for you really was we're seeing celebrities launching pot brands. How are you monitoring that space? <\/span><\/span><\/p>","saveContent":"
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BONUS EPISODE: CANNABIS MARKETING with Jesse Channon