Building a Billion Dollar Beauty Masterbrand
Unilever, a multi-billion dollar global consumer products company had long placed a priority on following personal care beauty trends, understanding customer attitudes and behaviors then acting on those insights to develop and build brands. One area uncovered by the research was the pressure women felt by society on what beauty represented and how it affected their self-esteem and brand adoption. To leverage this research, the iconic Dove Brand — only represented in bar soap to that point — was targeted to develop into a health and beauty category Masterbrand...
Creating Brand Value With Intellectual Property
Cultivation guru and renowned author, Ed Rosenthal, has seen a lot in his five decades in cannabis. One area of fascination was emulsion infusion and the potential application in different forms. The emulsion process originated in commercial food production but had yet to be developed and tested with cannabis. His R&D partner was charged to turn high quality cannabis oil into powder and capsule forms with the long-term goal of securing utility patents.
Early investors appeared interested in supporting the R&D process until a...
Turning Competitive Insights Into Cash
The cannabis industry was seeing a significant number of new businesses entering the marketplace offering cultivation management services. First mover advantage was important to Medicine Man Technologies (MMT.) They were ready to scale operations with the intent of listing on NASDAQ to raise capital. Recognizing how their brand was positioned and communicates influences it’s long-term value, they approached Karen for help.
Understanding the competitive environment is the first step to identify marketplace gaps - areas of opportunity that MMT could leverage and own. While management...