For our latest written Q&A session, we checked in with Tina for a discussion about cannabis branding and how cannabis operators can use their company’s ethos to do more than just represent their brand.
In this interview, Tina shares the strategy behind Old Pal‘s specific focus on “shareable” cannabis, discusses how cannabis brands can help affect cannabis policy shifts at the local and state levels, and discusses how her advocacy with NORML and her role as a cannabis company’s brand manager coincide and can complement each other as the industry matures.
Read the interview:
Ganjapreneur: What strategies do you use to make the Old Pal brand stand out from other cannabis companies?
Tina Ulman: Accessible, affordable, and abundant, Old Pal’s vision is simple: “It’s just weed, man.” And while our ethos is simple, it is a position in the market that not many other brands are taking or executing well. The culture we are building around Old Pal sets us apart from other brands. We put a lot of focus on our training and education programs to convey this to our dispensary partners. And we offer experiences for our consumers to feel the Old Pal difference. Through brand trainings and continued conversations with our dispensary partners, I ensure every team member selling Old Pal understands our brand values and vision. Our dispensary partners are incredibly valuable to us as they are often one of the first touch points consumers have with our brand. Focusing on brand and product education at this level establishes consistent messaging for our consumers and continues to push our unique position in the market. On the consumer side, we also have an active events and experiential program. Whether it’s sponsoring a food truck at a dispensary, teaching people how to roll joints or simply creating an