36 min
40: Who Can You Trust in the Branding Race? (Brand Strategy with Sister Merci) The Dopist
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- News
FUTURE OF CANNABIS I
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The Great Cannabis Branding Race feels less about who will make it to the top first, but who will be left standing once the b******t subsides. The act of wedging oneself in the minds of a consumer has some companies taking drastic measures in experiential marketing, costly celebrity endorsements, and getting crafty looking for loopholes. In all of this, what can the industry do to build a stronger relationship with buyers without being misleading for the sake of going big? Katie Waterman and Paul Lawton of Sister Merci are in studio to discuss - on The Dopist with Nicolle Hodges.
FIND OUR GUESTS:
Katie Waterman: Award-winning communications professional and thought-leader in the insights and integrated media space.
Katie has a decade of experience working in Canada’s top agencies leading digital and social strategy for top-tier clients including Infiniti, Nissan, Samsung, and most recently, McDonald’s Canada. As Director on the Planning team at Weber Shandwick, Katie oversaw channel planning and the execution of integrated media programs across the agency’s most elite clients. Campaigns under Katie’s leadership won top industry awards with the agency itself bringing home IABC Canada’s Large PR Agency of the Year two years in a row. Katie earned her MBA from Memorial University and a BSc from McMaster University in Kinesiology with a minor in French Studies.
Twitter: @kaydubbya
Twitter: @sistermerci
Paul Lawton: Sociologist, brand strategist and cannabis marketing expert with a knack for making brands famous.
As a cultural ethnographer and former adjunct professor of sociology at the University of Lethbridge, Paul’s PhD research focused on digital health and the emerging social web. Paul transitioned from academia into the agency world in 2013 as head of digital at Cohn & Wolfe and, more recently, as VP Strategy at Cossette, where he led brand strategy on the Canopy Growth portfolio during the legalization of cannabis in Canada. Paul has owned two independent record labels that have released 100+ albums by emerging Canadian musicians over the last 10 years and has a deep understanding of Canadian culture from years of touring coast to coast.
Twitter: @quartermass
Brought to you by WDBX
Produced by VoiceMagic
FUTURE OF CANNABIS I
-
The Great Cannabis Branding Race feels less about who will make it to the top first, but who will be left standing once the b******t subsides. The act of wedging oneself in the minds of a consumer has some companies taking drastic measures in experiential marketing, costly celebrity endorsements, and getting crafty looking for loopholes. In all of this, what can the industry do to build a stronger relationship with buyers without being misleading for the sake of going big? Katie Waterman and Paul Lawton of Sister Merci are in studio to discuss - on The Dopist with Nicolle Hodges.
FIND OUR GUESTS:
Katie Waterman: Award-winning communications professional and thought-leader in the insights and integrated media space.
Katie has a decade of experience working in Canada’s top agencies leading digital and social strategy for top-tier clients including Infiniti, Nissan, Samsung, and most recently, McDonald’s Canada. As Director on the Planning team at Weber Shandwick, Katie oversaw channel planning and the execution of integrated media programs across the agency’s most elite clients. Campaigns under Katie’s leadership won top industry awards with the agency itself bringing home IABC Canada’s Large PR Agency of the Year two years in a row. Katie earned her MBA from Memorial University and a BSc from McMaster University in Kinesiology with a minor in French Studies.
Twitter: @kaydubbya
Twitter: @sistermerci
Paul Lawton: Sociologist, brand strategist and cannabis marketing expert with a knack for making brands famous.
As a cultural ethnographer and former adjunct professor of sociology at the University of Lethbridge, Paul’s PhD research focused on digital health and the emerging social web. Paul transitioned from academia into the agency world in 2013 as head of digital at Cohn & Wolfe and, more recently, as VP Strategy at Cossette, where he led brand strategy on the Canopy Growth portfolio during the legalization of cannabis in Canada. Paul has owned two independent record labels that have released 100+ albums by emerging Canadian musicians over the last 10 years and has a deep understanding of Canadian culture from years of touring coast to coast.
Twitter: @quartermass
Brought to you by WDBX
Produced by VoiceMagic
36 min