from good to great: branding as a business strategy...from good to great: branding as a business...
TRANSCRIPT
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From Good to Great: Branding as a Business Strategy
Singing a different tune in cannabis retailMarch 26, 2019
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Westleaf is proudly Canadian and a truly
vertically integrated cannabis company, with
assets owned and under development across
cultivation, extraction, processing,
manufacturing, and wholly owned retail.
Prairie Records celebrates the tie between
recreational cannabis and music through an
immersive in-store experience while providing
safe and high-quality cannabis products in
premium locations.
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THE INDUSTRY CHALLENGE
PRICING DISTRIBUTION TESTIMONIALS/ENDORSEMENTS
PRODUCT BRANDING
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THE CANADIAN CANNABIS LANDSCAPE
CULTIVATING STRONG BRAND AFFINITY
ASPIRATIONALSTORYTELLING
DIFFERENTIATED OFFERING
BEAUTIFYING / REDEFINING THE
CUSTOMER EXPERIENCE
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OPPORTUNITIES TO COMPETE
REGIONALRITUAL
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THE PRAIRIE RECORDS STORY
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KEY BRAND ELEMENTS
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1.REDEFINING RETAIL
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BRAND ELEMENTS
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IN-STORE DESIGN
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PRODUCT PACKAGING
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PRODUCT PACKAGING
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IN-STORE EXPERIENCE
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LOCATIONS
BANFF
Located in the Heart of Banff’s Tourism and Entertainment District
Nearly 30,000 Average Daily Visitors In Addition to Permanent Residents
Internationally Recognized Tourist Destination
PALACE THEATREBROADWAY
One of the Most Central Locations in Saskatoon
Premium Location in One of the Most Walkable Areas in Saskatoon
(91 Walk Score)
Oligopolistic market structure with only 7 cannabis stores in Saskatoon
140,000+ Downtown Workers
Next Door to High Traffic Concert Venue
Most Central Downtown Location in Calgary
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REGIONAL EXAMPLE: TOFINO
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2.CHANGING CONSUMER PERCEPTIONS WITH BREAKTHROUGH CONTENT
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WHAT WE’RE USED TO SEEING
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WHAT WE’RE SHOWCASING
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ONLINE PILLARS
CURATING EXCLUSIVE CONTENT
MUSIC EDITORIALShowcasing people either listening or playing music
LIFESTYLE EDITORIALShowcasing people using the Prairie Records product
RETAIL SPACEShots of the Prairie Records store and shop atmosphere
PRODUCTDetail shots of the products available at Prairie Records
QUOTEAll-text posts sharing information about the brand, industry, and product offerings
INSPIRATIONRe-posting inspirational content, relative to the above mentioned content pillars
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SOCIAL CONTENT
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WHAT WE’RE HEARING & SEEING
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3.BRAND STORYTELLING
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LIFESTYLE STORYTELLING
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CORPORATE STORYTELLING
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THOUGHT LEADERSHIP
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KEY LEARNINGS
1. Foster community & encourage discovery
2. Create a ritual consumers want to be a part of
3. Leverage the power of storytelling
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THANK YOU!