What You’ll Learn: What a “love brand” really is—and why cannabis companies need to careHow to forge authentic emotional connections that drive loyaltyReal-world lessons from brand missteps: Southwest, Bud Light, TargetThe difference between lifestyle and love brands (and why it matters)Simple, actionable steps you can take today to start building trust

Featured Experts:Matt Gillespie – VP of CreativeTyler Jacobson – Director of MarketingAaron Rosenbluth – Director of Content

Topics Covered:The psychology of brand love and cannabis consumer behaviorCommon brand misfires that erode trustBuilding loyalty in a highly regulated marketHow to connect deeply—on any budget

Generic names or overly familiar symbols (ahem, bud leaves) may seem appealing, but they’re nearly impossible to protect—leaving your business exposed to risk.

Trademarking cannabis comes with unique challenges due to federal restrictions, making state registrations and creative strategies essential. 

From protecting your core products to leveraging trademarks for ancillary goods like merchandise, every step strengthens your position in the marketplace. A proactive approach saves you time, money, and headaches by reducing the risk of legal disputes and allowing your business to grow confidently.

Safeguarding your trademarks isn’t just about legal compliance—it’s about securing your future in a competitive industry. Whether launching or scaling your brand, the right trademark strategy ensures your hard-earned reputation remains yours alone.

Hybrid Director of Strategy Jen Lamboy and Seth Gardenswartz of Black Garden Law discuss trademarking in the cannabis industry during this recent webinar.

Benjamin Kennedy, CEO of Fable Libations; Joel Canada from Bayou City Hemp; Erik Knutson, founder of Keef Brands; and Jake Bullock, Co-Founder and CEO of Cann, explored the gritty details of creating market entry strategies that cater to a broad consumer base while staying agile in a dynamic regulatory environment (and much more).

The conversation covered critical strategies for success in the cannabis and hemp beverage space, including:

• Consumer-Centric Products: Developing drinks that resonate with evolving consumer preferences and lifestyle choices.

• Navigating Regulations: Leveraging regulatory challenges as opportunities for creative marketing and product positioning.

• Market Expansion: Techniques for expanding market reach and adapting to new consumer demographics with smart yet approachable products.

Hosted by Jen Lamboy, Hybrid Marketing Co. Director of Strategy, the session pools insights from a trio of industry experts: Lauren Mundell, founder of cannabis influencer marketing agency Hi-Curious; Aaron Rosenbluth, our Director of Content; and SJ Gingras, Social Media Manager and the personality behind ‘the Ouid Fairy.’ Together, they explain what it takes to build authentic connections in the influencer space to drive cannabis brand success.

They emphasized the importance of deep community engagement, noting that authentic engagement is the heart of brand longevity. Building a brand identity goes beyond a flashy logo—it’s about embedding your brand’s values, history, and vision into the consumer’s lifestyle.

The conversation revolved around the practical application of analytics and heart-driven initiatives to elevate a brand from a mere participant to a cherished guide in the consumer’s journey. The importance of visual storytelling was underscored, with a focus on how packaging, promotions, and social media can be effectively used to engage and nurture a loyal following. Milliken and Stower also discussed the power of creating authentic connections that go beyond transactions. This includes fostering platforms for discourse, education, and shared experiences and rallying for causes that align with your brand’s and community’s ethos.

They reiterated the value of differentiating your brand through quality and innovation and embracing new opportunities like sustainability. Their insights serve as a valuable guide for integrating your brand into your audience’s lifestyles and conversations.