8/3/2023 0 Comments Dabble extracts twitterSS: You first do research a series of internal and external interviews. MS: What was the overall process like to rebrand the company? What were some of the key steps to launching this new brand name? vision to create the most admired cannabis company in the world. ![]() ![]() Our purpose out there is to recognize the full potential of cannabis, and we’re devoted to proving its ability to improve the human condition. We’ve cascaded this through our organization. When you’re building a brand, you’ve got to start with those things, and our mission is really to provide the most trusted products and experience with a focus on helping the well-being and happiness of our people, customers and planet. The other thing that we’ve done a great deal of work on is our mission, purpose and vision statements, which support all of this, as well. ![]() We’re excited about building our house of brands. I’m not sure anybody knows that the new normal is, we’re doing brand work and continuing to move the company forward. We’re out there continuing to do transactions in a different way. I think it was something that we wanted to signal not only to our associates, but our consumers and investors, that we’re working hard behind the scenes to serve our customers day in and day out in our retail establishments. And we’re doing this rollout in the unprecedented times of COVID. The teams have worked really hard on the architecture of the brand, along with our internal message, our external message how that fits into our omnichannel approach. We thought from an innovation perspective and an unparalleled thinking perspective that that should be our brand as we move into the next generation, the next era of cannabis. It’s the pruning of the living organism to create growth. “Schwazzing” is a technique that was created by our chief cultivation officer, Josh Haupt. As we build out the company, it’s really a house-of-brands approach. Shane Sampson: We’ve been looking at our brand since last year. Melissa Schiller: Why did the company decide to rebrand, and why was the name “Schwazze” chosen? Here, Sampson shares insight into the new brand, as well as Schwazze’s goals for 2020. Now, the company has tied it all together with a new brand name that Chief Marketing & Merchandising Officer Shane Sampson says better reflects the company’s goal of creating a dynamic, innovative culture and brand identity to support its current and future house of brands as it continues to grow. ![]() Schwazze closed out 2019 with leadership changes as co-founder Andy Williams became the company’s vice president and chairman, and Dye Capital’s Justin Dye was named executive chairman and CEO. RELATED: Medicine Man Technologies to Acquire Dabble Extracts in Plan to Access Entire Cannabis Supply Chain The following month, the company unveiled plans to acquire Dabble Extracts, a Colorado-based cannabis concentrate company. In June, Schwazze announced its acquisition of outdoor cultivator Los Sueños Farms, as well as Purplebees, an infused products manufacturer and dispensary. Images courtesy of Schwazze "Schwazzing" is a technique created by the company's chief cultivation officer, Josh Haupt, which refers to the pruning of plants to create growth.
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