The Bengal Bite 🐯 | The Power of Authenticity | October 9, 2020
Brand building is difficult and truly is “an art, not a science.” What consumers really want is not always clear, and that appears to be especially true when it comes to cannabis. With legalization, hundreds of cannabis brands have popped up for the “cannasseur” and “canna-curious” alike. While it is always difficult to determine exactly what makes a brand successful, we have found that the industry’s strongest brands share one common trait - authenticity.
Brands that tell a story - be it through a founder’s history, pioneering products, or a real embrace of cannabis culture - can drive a lifelong relationship with a consumer. This week, we highlight some companies that are demonstrating “the power of authenticity.”
The Bengal Capital Team
Al Harrington, founder of Viola cannabis, digs deeply into five questions
On the origins of his brand Mr. Harrington shares, “Viola is named after my grandmother. She suffered from severe glaucoma which she took a variety of drugs for... I kept telling her about how cannabis might help and at first she was reluctant telling me, ‘I ain’t smoking no reefer!’ But after convincing her to try it, it worked. She was actually brought to tears because she could read her Bible for the first time in years… Everyone who has helped me build Viola are originators in the game… I have been learning and growing with the industry from the very beginning.” Read more on Al Harrington’s journey from the NBA to cannabis entrepreneur and CEO in Forbes.
Cannabis is diversity featuring Oakland Extracts founder Terryn Buxston
Terryn Buxston is a true pioneer of the Oakland cannabis scene and built Oakland Extracts for the community. In Terryn’s words, “[Oakland] should have access to great quality hash at a price we can all afford.” Now partnered with Jetty Extracts, the Oakland Extracts mission is simple, “Quality over quantity. People over profits. Culture over commerce.” Watch the full video interview with Terryn Buxston in Oakland News Now.
The secret to standing out on the shelves
In a market dominated by cannabis products designed for men and those identified as stoners, the Kikoko co-founders, Amanda Jones and Jennifer Chapin, sought to create a brand "unabashedly for women." Read more on how Kikoko is building a brand that resonates with women in Ganjapreneur.
Why do we love (and love to hate) celebrity weed brands?
It is not enough to slap a famous face on a box to make a cannabis brand pop. The unique audience of core cannabis consumers is “largely composed of a wary subculture eager to expose the celebrity, as well as the brand, for being inauthentic.” Read more about celebrity brands in Weedmaps News.