Shareholder Value, Not Just Growing Cannabis”. It has two statements on what EMC is doing to achieve this:
HOW: LEVERAGING OUR PROFESSIONAL STRENGTHS TO DOMINATE IN THE HIGHLY PROFITABLE, VALUE-ADD SPACE.
OUR WINNING FORMULA: PRODUCT INNOVATION + BRAND RELEVANCE + ACCESS TO PATIENT/CONSUMER.
Let’s focus on the second point. Branding including strain names appeared somewhat more flexible in the medical steam but not so much in the soon to be legal recreational market. How will you transfer “product innovation” and “brand relevance” to the customer in the recreational market given the advertising and branding restrictions? Will you be selling the same strains in both and if so how will a customer know how to map your plain packaging strains back to its medical stream name and profile? Told you – no easy questions! I do not expect you to share any trade secrets or strategies so just to the degree you are comfortable with …
Very creatively! As you may be aware, my background is in marketing and advertising, and what attracted me to the cannabis sector was the opportunity to create brands (for the first time ever!) in a highly regulated environment. This is a once in a lifetime opportunity and I’m thrilled to be at the forefront, even with some of the challenges.
Emblem will launch new brands in the adult-use space with each brand a part of a larger family. These brands will evolve from the core Emblem brand – you won’t see any major departures from Emblem and the value system in which we operate. Put more bluntly, we will never launch a cliché “stoner” brand as it just isn’t in-line with Emblem’s persona. You’ll note that Symbl is a subtle departure from the Emblem name, but there are clear links.
We’ve also hired a world-class team of marketers and product strategists who have strong backgrounds in the beverage/alcohol world. They know first-hand how to launch and build brands in highly regulated environments.
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