Celeste is a seasoned marketing professional who has gathered significant notoriety in the cannabis industry over the past 6 years (10 additional in mainstream marketing). She has taken many cannabis start-ups through very successful launches, gaining unmatched exposure for what are now some of the largest industry brands. Celeste is a frequent speaker on marketing in the cannabis industry at some of the largest cannabis industry expos and events.She has pioneered the most renowned and highly-educational cannabis publications in the industry starting with Terpenes & Testing / Extraction Magazine, Cannabis Compliance & Packaging News, and the most recent being CBD Health & Wellness Magazine. She also produces events such as Terpenes & Testing World Conference 2018, the entire CBD Expo Tour, CONCENTRATION 2019: a Cannabis Extraction Conference, CannaFarm Con, and the Cannabinoid + Natural Products Expo all powered by her publications. She sits on several boards within the cannabis industry including the Cannabis Cultural Association, CALM, and MC4MS.View the profile
Neil Juneja is the founder of Gleam Law, a cannabis-focused law firm with offices in Seattle, Portland, San Francisco, and Los Angeles. His practice focuses on business law, intellectual property, and regulatory compliance. In addition, Neil has written numerous article on cannabis law and intellectual property and spoken at events including in the National Mall in Washington DC, Seattle Hempfest, Continuing Legal Education seminars, and many cannabis industry events. Neil also appeared in Newsweek, Time Magazine, and on several documentaries for his work in the cannabis legal industry. He has been awarded numerous accolades including selection as one of the 40 under 40 most influential people in the cannabis industry, five SuperLawyer’s Rising Star awards, and the National Law Journal Cannabis Trailblazer award. Neil and has successfully registered over 400 cannabis-related trademarks.View the profile
My personal passion lies in the power of visual storytelling and empowering people to tell their own stories, which led me to help create Moodboxx. Now I can help other CBD businesses amplify their brand in this increasingly crowded marketplace.Lisa Lytton is the founder of Moodboxx, a Southern California-based business that offers a curated, mood-enhancing box experience with exceptional full-spectrum hemp CBD products for women.Lisa launched Moodboxx in 2019 with a vision for curated boxed Mood Collections. The five Mood Collections are Sensuality, Creativity, Serenity, Happiness, and Curiosity— all designed to gently #tuneyourmood. Moodboxx is also a response to the proliferation of marginal CBD products currently flooding the market. Consumers need a guide to the best new CBD products, and an assurance of quality. Lisa discovers smaller crafters creating quality CBD products, made from US-farmed hemp, and always third-party tested for both strength and purity. Moodboxx supports organic practices and small farmers to deliver products that are safe, effective, ethical and truly vibrant. Moodboxx presents brand stories for each of the unique brands on the site so consumers can get to know the makers.Lisa has a robust background in both digital publishing and product development. Lytton was the director of digital storytelling and digital editions for National Geographic.View the profile
I began my current career path in 2012 as the founder and marketing director of an Asheville-based event production company responsible for festivals and concert tours across the southeastern United States. In 2013, I began working with clients as a social media marketing consultant, tackling new challenges and learning vital skills. From there, I was hired as the head of the social media department for the most notable agency in my area, and one of the top social impact marketing agencies in that niche. Most recently, I have become the Marketing Director and Corporate Wellness Officer for SciPhy Systems, leading the communication strategies for one of the most advanced scaled botanicals processing equipment partners in the world. I'm a writer, general theorist, and musician.View the profile
Brandon is a serial entrepreneur with a diverse background in starting and cofounding companies across different industries. He has cofounded a digital marketing agency, a software company and now leads Danodan Hempworks, a new CBD brand in the U.S. food and beverage market. As the CEO, Brandon is accountable for marketing, sales, operations, product development and compliance programs. The Portland, OR based hemp CBD brand launched in the summer of 2018 and is distributed by mainstream beverage distribution partners and is sold in hundreds of locations in the U.S. including a regional, twenty-store grocery chain in Seattle and Portland.View the profile
About the talk
The missing piece in many of the new hemp businesses and products is the transparent and authentic engagement of the brand message in its delivery along with the most effective marketing and promotion of it. Mixed with the oversaturation of this new market and thousands of people saying the exact same thing, brand recognition, authority, development, penetration, and engagement are a significant challenge. By internally creating a sound, clearly defined and developed brand with inspiring pieces of content for engagement, the results of that brand and content create a better sell and a better message online and off that achieves greater connections and conversions.
Taking the right steps, right from the start to see if a potential brand or business name is not only available but is also something that can be easy to trademark, protect, market and control allows for differentiation and better way to stand out for both investors and customers.
Marketing and content that can be built to maintain engagement, continue conversations and simultaneously create organic optimization, while saving tons in advertising, reduces the oversaturated and overheard sell that echoes online every day in the hemp world. Instead of applying external templates from marketing companies that use the same message for competitors, creating more individualized and personalized messages and content internally allows the signals to penetrate a greater audience as it is differentiated from the usual sell. Then with the secure, uniform and protected brand, every piece of content can compound for more results.
06:28 Properly branding and marketing your company
11:49 Choosing your color scheme
13:29 Micro influencer marketing
15:43 Visual media in CBD space
18:03 Monetizing your community
22:39 Differentiating your product
29:57 Packaging and claims
31:57 How to position your product?
37:27 How do you connect with retailers?
42:54 Launching your product today. What to do?
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Hi everybody and thank you for being here. I'm going to try to be really embarrassed if my panel isn't the best one. So I'm going to try to do it We have some amazing panelists that we're going to get some good information from and I probably don't moderate like most of the moderators that you guys have seen so far. I moderate in a very casual manner and I want to talk about only what you guys want to know. So this is going to be more of an entire Q&A
session. We're going to answer any questions that you have if you guys get shy, don't worry, I got you covered. But we're going to try to get all of your questions answered and start some great conversations that way so First of all, we're going to introduce the panelists' very impressive panel. I think we do a good job of covering a lot of the different areas of marketing that we need to so we'll get started with Neil. Hi. My name is Neil Juneja, and I'm an attorney at Gleam Law. It's a firm. I founded it over 10 years ago specific to cannabis and we do quite a bit of work on
trademarks on we have 4 offices is on the west coast. And as far as trademarks work, this is how to protect your brand and trade on protecting your brand name your slogan. I even sometimes your packaging and what your store looks like on a state-federal an international level.