Virginia Bradley

My gut tells me, she wasn't pushed - rather, she jumped. With Canopy Growth ready to start "helping", she has enough money and enough other things she wants to do, and having to listen to CGC tell her what do, would just become unbearable. CGC is likely to start smashing the 3 companies together - try to find cost savings - look for RTM and internal transfer synergies. Of course, given the current regulations in the US, there is no across-state transfer of product, so real scale plays are not in play. And Canopy has proven they have the executional excellence and precision of a sledgehammer in an eye operation. No one wants to be around and see their life's work ripped to rat's shite. Wana and Jetty, are pretty small businesses in the grand scheme of the US cannabis market - both, it would seem, have used licensing as their expansion strategy, which begs the question as to who will control the trademark in those states going forward. And Acreage Holdings is a debt-ridden, money-losing shell that looks to be more of liability to the whole thing. It's going to cost a lot of money to make Canopy USA work and more importantly, real strategic acumen - CGC has neither. Just wait and watch - Canopy will screw this up - it's what they do.

18

4 Comments

Continuing to rely on gut instinct and that market research you did 5 years ago is the same as pretending those jeans you wore when you were 18 still fit…unfortunately the world and your waistline has changed. If you’re a marketer and you haven’t done any market research recently then now might be a good time to start. There are lots of cost-effective ways to undertake research to gain insight and check that your assumptions are still relevant today. Here are 3 ideas. ✅ Ask your existing customers 2 or 3 survey questions via a pop-up on your website or email. ✅ Analyse your existing customer data with a view to spotting behavioural changes and emerging trends - are there any worth investigating further? ✅ Look at your competitors – what are they doing differently? Are new competitors emerging? Just taking these 3 steps may generate valuable insight or highlight the need for more analysis which, depending upon your in-house expertise, may need to be undertaken by a market researcher. If so, work out what you can do in-house and contract out the rest to an expert. #marketing #b2bmarketing #consultancy #ukmfg #manufacturing

16

1 Comment

This is a fascinating issue and pivot that has to be considered. Too many companies are overbalanced into the Amazon environment and have yet to establish their DTC success through an Shopify platform. Even as a supplement, vitamin or otherwise, success through direct ecommerce is 100% doable. The trick is to know how to build your batches and cohorts in order to track profitability over time.

3

Beware of the hyperactive hive mind.... A worthwhile listen, Cal Newports investigation into the growth of email / IM and how it has filled the gap as a tool to show we are "Working". He argues how as we have moved from farms where our measure was the crop, to factories where the measure was numbers of widgets, and now in a knowledge economy its the amount (Not efficiency) of unstructured communication. https://lnkd.in/gQSMTepG

5

3 Comments

Design a package so patriotic that Thomas Jefferson would rise from the dead and salute it. That was my brief to Blue Dog. I was relaunching John Rich’s Redneck Riviera Jerky brand. He needed a design that was as bold as his ambitions to bring the party to meat snacking while celebrating American craftsmanship and our servicemen and women. I immediately reached out to Blue Dog and Jean Wright Great creativity involves mutual trust, clear guardrails, candor, and a lot of fun and I knew they would crush it. What we couldn’t lose: ☑️ John and the Redneck Rivera Mark ☑️ Folds of honor - a wonder cause that helps our service people. What we needed. A design that: ☑️ Was as bold as John ☑️ Felt different than anything else out there ☑️ Would be a canvas for flavor exploration and adventure We rallied around this north star and they crushed it with something on brand, fun, stoppable, and shopable. Heres the takeaway: Great creative involves great creatives. It also requires a shared north star, design mandatories, and some fun. If you aren't getting great creative chances are on of these is missing. #brandcreative #Cpg #packagingredesign

8

5 Comments

Always an honor to share the stage with Gary Vaynerchuk! CMOs and creators need to wake up! Social media and advertising is changing. The most pressing issue we addressed at POSSIBLE? Staying relevant. How do you do that? 𝙎𝙤𝙘𝙞𝙖𝙡 𝙛𝙞𝙧𝙨𝙩 ❇️ It’s undervalued & underpriced ❇️ The only merit-based thing left. People are telling you what they think. Are you listening? 𝘾𝙧𝙚𝙖𝙩𝙞𝙫𝙚 𝙬𝙞𝙣𝙨 ❇️ It’s about relevance to each consumer ❇️ That means knowing & segmenting your audience 𝘽𝙚𝙛𝙤𝙧𝙚/𝘼𝙛𝙩𝙚𝙧 ❇️ Win the first second (stop the scroll) ❇️ Post-creative strategy: audit your wins and losses every time! “We romanticize the past, are blindly optimistic about the future, but are failing in the present” -Gary Vaynerchuk. If attention is the modern currency, understanding and adapting to these changes are essential. Do you agree? 📧 Connect with me to explore updating your strategies to maintain relevance in your marketing. **Thank you Gary for the shoutout in your book! #marketing #modernmarketing #possible2024 #marketers #marketingevent

93

10 Comments

It's all about the story. Too many times people think their product, and only their product, will do the trick to win the business. Brand building today is so much more than a label on a shelf, consumers want more which means you need to peel back the layers to tell your story = value proposition. You have a story to tell — a narrative you believe will differentiate what you’re selling from everything else in the market. The effectiveness of that story, however, rests not with what you want to say, but with how meaningful it is to your customers.

2

This article in the WSJ reminded me of one of the early insights that would plant the seed for Gntl. https://lnkd.in/gJizjdZZ I've been a beauty junkie for as long as I can remember... starting from when my mom would drop me off at elementary school and I'd get a kiss of waxy, vanilla-scented MAC Whirl before hopping out of the car. That obsession translated to skincare in my teen years, as I struggled with acne and eczema. I tried every cream, serum, and spot treatment at the drugstore, trying to scrub away the spots. In my 20's I conducted daily experiments on my skin as a product developer and makeup lover, trying to concoct the perfect beauty stack that would give me the skin of my dreams... Finally, a dermatologist dashed my sense of control and confirmed what I feared: the best thing you can do your your skin is leave it alone. Stick to a simple routine of cleanser, 1 active, moisturizer, and SPF during the daytime. From that point on, the skin on my face and body improved as I used simple, facial-grade products on my entire body. After the popularization of the 10-step skincare routine, potent single-active serums, and "the skinification of __every body part__", we're finally seeing experts debunk the idea that more is more, favoring a more streamlined approach. The good news is that fewer products means shorter daily routines, less $$$ wasted on bottled promises, and far less packaging waste. And this is what we mean when we at Gntl say All You Need Is Less. #skincare #WSJ #minimalism #simplicity #sustainability

29

1 Comment

Why it’s worth paying a little more for Minu. Thank you again Jennifer Sullivan and The Cut New York Magazine for writing about suncare. The more it's discussed, the more it pushes the industry forward. "Aren't all SPFs the same?". The answer is no. And that's the foundation of Minu. To make sun protection exceptional. Our Mineral Superblend technology enables our sun protection to do so much more... It makes our protection meet the strict safety standards outlined by the Credo Beauty and their best in class Clean Standard. Most suncare doesn't. It makes our protection all mineral based. So broad spectrum that it meets the even stricter SPF standards of Europe and Asia (yes, we are PA++++). Most suncare doesn't. It makes our all mineral UV formula perform like the most luxurious suncare found in the pharmacies in Europe, or the department stores in Asia. Most suncare doesn't. Quality matters. And that's what inspired us to not settle, to not compromise. It's what drives us to shape a healthier, more effective, safer, and more beaitiful future of what protection can be...for years to come.

11

In 2013, Nate Checketts and I were friends emerging from painful entrepreneurial speedbumps. We both dreamed of launching our own outdoor/athletic apparel brands (Cotopaxi and Rhone). We could have seen each other as competitors, but we instead invested a few thousand dollars in each other’s businesses in a show of solidarity (and when I say a few thousand dollars, it was an embarrassingly small number because neither of us had money). We ended up launching within weeks of each other. Nate gave me valuable feedback on early Cotopaxi logo concepts, we shared supplier contacts, media leads, and investor intros. For the last decade, we’ve been each other’s biggest cheerleaders. As both brands were getting started, Peter Lane Taylor from Forbes wrote an article about each of us (an intro from Nate). Peter has covered dozens of startup brands over the years - many are no longer around or are shadows of their original vision. A few of them, however, scaled remarkably fast. This is an article highlighting five standout brands and what set them apart. I want to give Nate a huge high five and hug for the incredible job he’s done as a founder/CEO and for his sincere friendship over the years. Your friendship and support has meant the world to me, Nate.

892

78 Comments

Thrilled to share my recent chat on the **Coffee Blunts and Donuts** podcast! We talked about the latest in cannabis and where the industry is headed. Check out the episode here: https://lnkd.in/eYTYqiJ2 Would love to hear your thoughts on our discussion! #CannabisCommunity #Podcast

24

Truly beautiful moment for MASAMI! Thank you CEW! We are honored and humbled to be included in CEW (Cosmetic Executive Women)'s Indie 25 report for brands under $10M, including these other amazing indie brands: ASCENTION BEAUTY CO., Inc., fellow Conscious Beauty Collective Shop brand Caire Beauty, JANUARY LABS LLC, Joaquina Botánica, Labomme Beauty, LALAIS, Miss Rizos, Neon Hippie, Ourside, Pound Cake, Beia, Dermasuri, ESW Beauty, good light cosmetics, Josh Rosebrook Skin and Hair Care, Dr. Diamond's Metacine, Furtuna Skin, Good Dye Young, Kate McLeod, KORA Organics, Leaf Shave, LYS Beauty, RANAVAT and wakse™. Per this timely report: "The indie beauty landscape has undergone significant evolution since our last report two years ago. Most notably what has changed is how valuable indie brands are to the overall beauty industry. According to NIQ, their total valuation reached $38.3 billion as of April 2024, up 15% versus 2023. This growth is fueled by several factors, including pushing boundaries and promoting inclusivity; innovating at lightning speed; personalizing outreach to consumers; and creating omnichannel approaches in distribution. And, of course, indie beauty is a force behind sustainable beauty, tracking double digit increases in the number of brands that are biodegradable and vegan, per NIQ. In this Indie25 Report, you’ll find promising brands categorized by sales volume, along with their social handles, founder stories, and valuable advice. Meet the hottest rising stars generating buzz across today’s beauty landscape." #indiebeauty #consciousbeauty #haircare #cleanbeauty #smallbusiness #femalefounders #beautyaward #beautyindustry #brandvalues #vegan

4

As the founder of Holistic Nurture, my journey is deeply personal and driven by a mission to help others and protect our planet. My story begins with my battle with acne, a challenge that profoundly impacted my life. Through this struggle, I discovered the healing power of organic skincare, leading me to create Holistic Nurture, a brand dedicated to providing natural and effective solutions for healthy skin. Surviving acne was not just a physical journey but an emotional and psychological one. The constant search for effective treatments led me to realize the importance of pure, natural ingredients. Conventional products often exacerbated my condition, but organic alternatives brought relief and healing. This personal experience ignited a passion in me to help others facing similar struggles, inspiring the foundation of Holistic Nurture. Holistic Nurture is built on the principles of using locally sourced, organic ingredients that are gentle on the skin and kind to the environment. Our products are free from harmful chemicals, focusing on natural solutions that promote overall well-being. By choosing organic, we not only support healthier skin but also contribute to a healthier planet. Organic farming practices reduce pollution, conserve water, and enhance soil fertility, making a positive impact on our environment. In addition to helping individuals achieve better skin health, Holistic Nurture aims to raise awareness about the benefits of organic products. By educating our customers, we empower them to make informed choices that benefit both their health and the environment. Our commitment to sustainability extends to our packaging, which is designed to minimize waste and promote recycling. My journey from an acne survivor to the founder of Holistic Nurture is a testament to the transformative power of nature. Through this venture, I strive to help more people embrace their natural beauty while contributing to a more sustainable world. By choosing organic, we can all take steps towards a healthier future for ourselves and our planet. In conclusion, Holistic Nurture is more than a skincare brand; it is a movement towards healthier living and environmental stewardship. My personal experience with acne has shaped my commitment to providing natural, effective solutions that empower individuals and protect the planet. Together, we can make a difference, one organic product at a time.

1

1 Comment

Happy Earth Day! At Tom's of Maine, I have a lot of reasons to be proud of our history. I love that we have cared about sustainability and social impact since the very beginning. These have always been core company values in a quest to prove that business can be a force for good, and we've got a lot of history to be proud of. But, if I'm honest, I'm even more proud when we ask "what do we need to do better, right now, to meet the needs of today?" It's the question I hear frequently expressed - in one way or another - by my colleagues, agency team, and partners. And you know what? I love it. Because it's a question that leads to great things. It was this question that led us to become a certified B Corporation in 2019. It was this question that drove our focus on climate, packaging, waste and D.E.I. - issues that truly matter to our world today, and areas where we intend to have real impact. (You can read the latest on these focus areas in our annual Goodness Report https://lnkd.in/e3mbcxuC) So this Earth Day, a huge shout out to the challengers, the instigators, the people not satisfied by the status quo. You've pushed Tom's (and me) to do better. And you've helped prove that when you ask that question, the best is always the next thing to come.

51

Selling to consumers is hard. Mastering the art and science of that process takes a lot. Selling to retailers is also hard. Mastering that process is what provides your trajectory for scalable success. Selling into beauty supply stores provides lower financial stakes and is an avenue that could be considered by most brand founders selling to Black consumers in the US. But how do you sell your products into the stores? You start by going into the local ones that are closest to where you live and the consumer you want buying your products. Typically stores are purchasing from other wholesale distributors but they do have the ability to one off purchase your products. They do however have to be sold that once they take your products into the store that they will move. That responsibility will reside with you as the brand owner so having some creative marketing plans in place before going into the store works to your benefit.

49

2 Comments

“Your product caught my attention, and I picked it up." That's exactly what we hoped for when we designed the packaging for Truth & Hair In the world of D2C personal care, standing out is everything. We knew we had to do something special. So, when we brainstormed our packaging, we had three main goals: 1. We wanted our product to be the one that stands out on the shelf. 2. It had to be practical. No spills, no mess. 3. Compact and easy to carry during travel. It took us 22 revisions to get it just right. But every tweak, every adjustment, was a step closer to perfection. And finally, after countless hours of designing and brainstorming, we finally launched our current brand with cute packaging (well that's how our customers compliment us). As a consumer, have you ever been drawn to a product because of its packaging? #D2C #haircarebrand #personalcarebrandinIndia #founders #innovation

139

13 Comments

Riddle me this. Last month as we got ready to launch our new Frida breastfeeding survival kit we were advised that our imagery and video content was in “violation” of some decency rules. As I read the details of said guidance it pointed to flags raised for “partial nudity” and/or “drawing undue attention to intimate body parts in a sexual way” and we were forced to make edits to get our product up on a digital shelf. 🤫 How is it that in 2024, brands that seek to educate and support new mothers prepare for some of the most basic physiological changes and challenges their bodies will go through are silenced and censored… how dare we illustrate a breast with a nipple on the front of product… or have the audacity of showing an image of a baby on a boob doing exactly what babies on boobs usually do. 🐄 Yet (take me up on this) look up the number of listings that pop when you search for sexy lingerie or male enhancing products being advertised under those same principles. It’s eye opening and infuriating. When we are being sold beer or cars, women’s bodies can be exploited and sexualized. But when its about agency over our own bodies and our own health then its off limits. 🚫 The moral double standard that exists is real and it stunts the progress that brands like Frida are driving as we seek to normalize and better prepare women the physiological challenges of motherhood. 🤰 That’s why I’m so proud of our most recent uncensored campaign and the glass houses we are about to break 💥 #frida #uncensored https://lnkd.in/eXi2Aemy

1,119

76 Comments