From Good to Great: Branding as a Business Strategy

Singing a different tune in cannabis retailMarch 26, 2019

Westleaf is proudly Canadian and a truly

vertically integrated cannabis company, with

assets owned and under development across

cultivation, extraction, processing,

manufacturing, and wholly owned retail.

Prairie Records celebrates the tie between

recreational cannabis and music through an

immersive in-store experience while providing

safe and high-quality cannabis products in

premium locations.

THE INDUSTRY CHALLENGE

PRICING DISTRIBUTION TESTIMONIALS/ENDORSEMENTS

PRODUCT BRANDING

THE CANADIAN CANNABIS LANDSCAPE

CULTIVATING STRONG BRAND AFFINITY

ASPIRATIONALSTORYTELLING

DIFFERENTIATED OFFERING

BEAUTIFYING / REDEFINING THE

CUSTOMER EXPERIENCE

OPPORTUNITIES TO COMPETE

REGIONALRITUAL

THE PRAIRIE RECORDS STORY

KEY BRAND ELEMENTS

1.REDEFINING RETAIL

BRAND ELEMENTS

IN-STORE DESIGN

PRODUCT PACKAGING

PRODUCT PACKAGING

IN-STORE EXPERIENCE

LOCATIONS

BANFF

Located in the Heart of Banff’s Tourism and Entertainment District

Nearly 30,000 Average Daily Visitors In Addition to Permanent Residents

Internationally Recognized Tourist Destination

PALACE THEATREBROADWAY

One of the Most Central Locations in Saskatoon

Premium Location in One of the Most Walkable Areas in Saskatoon

(91 Walk Score)

Oligopolistic market structure with only 7 cannabis stores in Saskatoon

140,000+ Downtown Workers

Next Door to High Traffic Concert Venue

Most Central Downtown Location in Calgary

REGIONAL EXAMPLE: TOFINO

2.CHANGING CONSUMER PERCEPTIONS WITH BREAKTHROUGH CONTENT

WHAT WE’RE USED TO SEEING

WHAT WE’RE SHOWCASING

ONLINE PILLARS

CURATING EXCLUSIVE CONTENT

MUSIC EDITORIALShowcasing people either listening or playing music

LIFESTYLE EDITORIALShowcasing people using the Prairie Records product

RETAIL SPACEShots of the Prairie Records store and shop atmosphere

PRODUCTDetail shots of the products available at Prairie Records

QUOTEAll-text posts sharing information about the brand, industry, and product offerings

INSPIRATIONRe-posting inspirational content, relative to the above mentioned content pillars

SOCIAL CONTENT

WHAT WE’RE HEARING & SEEING

3.BRAND STORYTELLING

LIFESTYLE STORYTELLING

CORPORATE STORYTELLING

THOUGHT LEADERSHIP

KEY LEARNINGS

1. Foster community & encourage discovery

2. Create a ritual consumers want to be a part of

3. Leverage the power of storytelling

THANK YOU!