This article was originally published on WeedWeek, and appears here with permission.
Craig Lyon, who recently joined California brand Connected Cannabis as head of marketing, spent the early years of his career at Nike, which constructs mythologies around its products as effectively as any company in the world. Now Connected seeks to do something similar. We recently caught up with Lyon to discuss his impressions of cannabis marketing and where he aims to take Connected.
As WeedWeek discussed several weeks ago, in a challenging economy, Connected, and its sister brand Alien Labs, already manage to sell out their flower at a far higher price than many of its competitors dare to charge.
You can’t sell an eighth for $70 unless it’s high-quality product, but plenty of high-quality producers charge far less. Connected’s secret sauce draws on its roots in the legacy market, influential fans in the hip-hop world and engineered scarcity. Consciously or not, it’s a formula that owes a great deal to Nike.
Coming to the new industry, Lyon has been struck by how so many brands are trying to demystify cannabis: “Everything seems to be about making this easier, simpler,” he said. Weed …
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