Scott and Carolyn sit down with AskGrowers providing great insight to innovators and storytellers looking to break into the cannabis industry about their cannabis-related storytelling style, the inspirations behind their brand, and why they entered the cannabis niche in the first place.

Tia (AskGrowers) : Tell us your brand story. How Cannawise started?
Carolyn Gerin : I’ve been in the cannabis industry on and off since 2005 and started out as a consultant. I’m a lifelong creative professional, and the first agency I founded was Subset Inc., S.F., CA: an award-winning digital design, print, web, and product development agency with state, national and global clients. We had a deep love of product development and worked with companies such as Williams Sonoma (product, packaging, messaging) and Pottery Barn (messaging, copywriting).

We also did a significant amount of conservation/recycling public outreach work and branded some of the landmark Bay Area public works projects such as the East Span Bridge, the Smart Train, the Mid-Market Project, and the City of El Cerrito. The idea to re-launch a creative agency focused solely on cannabis — Cannawise.co — stemmed from a desire to utilize everything in my creative wheelhouse to help clients strategize/define their market position, create or refresh an existing brand, make their brand understandable to the consumer and marketplace, and promote the myriad benefits of the plant. Cannawise LLC launched in January 2017.

Tia : What’s the ultimate goal of your brand?

Carolyn : 

1. Brand Power : To help clients strategize/define their market position/differentiation, create or refresh an existing brand, make their brand understandable to the consumer and marketplace, and promote the myriad benefits of the plant.
2. Activism + Advocacy : Cannawise has branded the thought leaders of the cannabis industry: California Cannabis Industry Association, International Cannabis Bar Association, and the State of Cannabis 2019. We have served on the National Cannabis Industry Association Social Justice and also, the Election 2020 Subcommittees. Our practice is not just about branding hot new up and comers. The industry needs to be inclusive for all, and farmers need to be protected — without them, we can all go home. We are down for the cause and have spent plenty of non-billable hours in the service of others. We seek to stand up for others in our word, deed, and work.
3. Innovation + Creativity : We are creative multi-hyphenates with plenty of road time: we are brand experts, published authors, filmmakers, music industry experts (900 album covers), conference/community creators, magazine pros, copywriters, app and web developers. We seek to bring everything in our wheelhouse to improve the businesses of our clients, simply, understandably, economically, and effectively.

Tia : As you represent THC products as well, how hard it was to start the brand and proceed in the industry?

Carolyn : It was not difficult at all. Cannabis is a unique marketplace with its own set of rules and regs, but the rules of branding, marketing, promotion, and value propositioning are the same as any other product. When we work with any client, the first step is to unpack them regarding who they believe they are, determine who they are not, and craft that true statement, message, image, and origin story (rooted in reality).

Then we map out how they want to communicate to their customer base, chart their path, how we get there, what’s achievable, and sequence all activities — all with an eye on the budget. Many times we slow the roll with clients so they can live through their launch and don’t bite off more than they can chew. Scaling mindfully is key. We came right into the space, and started hitting the shows, learning and listening. We met people we respected, began designing some of the larger advocacy groups’ brands such as the California Cannabis Industry Association, International Cannabis Bar Association, State of Cannabis Conference 2019, New York Cannabis Industry Association to name a few.

We volunteered at National Cannabis Industry Association and served on two committees. You have to show up, give, advise, volunteer. You need to observe how you can improve things, and contribute to the solution. We are a small boutique agency and don’t have a surplus of time to post on social channels (we admit we could do more). But the right people and companies find us, and we have the kind of agency we want and built. There’s something to be said for being a little under the radar (and be a little less noisy).

Tia : Tell us more about your services. You have a bunch of them, what are the most popular ones and why do you think it is so?

Scott Johnson : Branding, which encompasses most of our other services! We’re really good at it. Being a two-person company, Carolyn and myself both bring a lot of different high-level skills to the table. Branding is the one area where pretty much all of our skills work as one. Carolyn is one of the best at finding out what your voice is, and holding up a mirror to a company, and helping them see who they really are. As well as she is a quick creative thinker and accomplished author, journalist, and brand strategist. I have been working with some headlining rock stars and that means, quick, last minute, and high-level design. Again, we are able to combine our skills and really work to the benefit of the client here. 

Tia : Do you feel that while medical cannabis has really gone mainstream over the last few years, people still ignore that creative and euphoric aspect of cannabis?

Scott : I don’t think so. The creative and euphoric benefits of cannabis still fall into the medicinal properties of the plant. Stress is a bigger killer than anything. So being in a state of euphoria helps combat stress. Who doesn’t want to feel relaxed or medicated?

Carolyn : Elevation helps creative thought, supports flow, and lowers stress. I’m not talking ‘baked’ — rather being in flow — a state of being where you are accessing all of your gifts in a meaningful and useful way. Low dose THC edibles and CBD is great for this. As a working creative, the ‘muse’ can be an elusive butterfly. When I was working on my 4th book — shameless plug — Road Map for Revolutionaries: Resistance, Activism and Advocacy for All, Penguin Random House — it was a forced march to deadline.

We had 3.5 months to pull a rabbit out of a hat, and additionally, I was an art director and co-author of the book. Low doses of weed are exceptional for editing and reducing stress. Creatives are always on deadline, and the outcome always has to be stellar. No pressure! But cannabis helps you access the talents you bank on, with less of the brutality, self-flagellation, and procrastination that accompanies pressure cooker creative projects. Cannabis makes everything from editing a chapter to beginning a brand exploration a lot more fun, and manageable!

Tia : What do you think the next five years look like for the cannabis industry, both in the U.S. and globally?

Scott : We are entering exciting times. If I had a crystal ball, I believe we are now entering into a global import/export market, and as long as we keep the OG’s in the game, there will be some amazing product available. On the dark side, we will probably see the corporate world of money and big business enter the ring. And on the medicinal/scientific side, I think we will see more strain-specific uses for this amazing plant.

Carolyn : I believe that cannabis is the greatest plant, and job creator on the planet. As legalization marches across the US, and cannabis becomes more “Main Street” — we will see many more mom and pop dispensaries crop up everywhere. Banking will be offered to legitimate cannabis companies (thanks to NCIA and others), as the Federal government realizes that cannabis is a great tax revenue generator. Agtech innovations will naturally proliferate as the industry dictates. My dream and prediction: farmers will be supported, subsidized, and understood by all.

Cultivators will be exalted and finally accepted into scientific, botanical, and medical circles (and finally profit from them) so they can continue their innovations. Last Prisoner Project — leading by example and deed, and ultimately, the Federal government — will free incarcerated prisoners unfairly serving time for possession or sale of cannabis. As an activist, I believe that social change is happening as we speak. Citizens are demanding accountability and transparency from their elected officials, and cannabis is on the ballot. Never forget: they work for us. If elected officials are not working for us, we send them home at the polls. As well, culturally, cannabis destigmatization is here to stay. We must demand and command respect for the plant, our industry, and where it’s going.

Tia : How do you think cannabis consumers benefit from using naturally-grown, pesticide-free cannabis products?

Scott : They benefit by knowing what is going into their body. This statement implies that we know where and how is cannabis is grown and tested. I grow my own food and I know exactly where it came from. Also, being free of things like pesticides we can tap into the unique benefits of each strain.

Carolyn : GIGO (garbage in, garbage out) an old hacker term. But we are what we imbibe. What I imbibe, I must trust. It’s really simple. My body really is my temple. It doesn’t perform if I don’t maintain it, that means, fresh air, exercise, organic food, and medicine.

Tia : If you could have a chance to smoke with anyone on this planet (dead or alive) who’d that be and why? 🙂

Scott : My Father. My father passed away last year and he finally came around to understand that cannabis is medicine. He was full of humor and great stories of his childhood and I’m sure it would have been entertaining for both of us.

Carolyn : David Bowie I believe he was a cultural wunderkind, musical genius, a creative powerhouse, and one of the most innovative thinkers and influencers of our time. He condemned racism, sexism, and questioned norms of socially acceptable sexuality. I would love to dive deep into his inspiration and origin stories. How did he dream up Ziggy Stardust? The Man Who Fell to Earth? Was he using cannabis when he dreamed up these concepts, albums, and films? His career was prolific, relevant, and awe-inspiring to anyone who loves music, art, and out of this world thinking. He transcended the human condition.

Tia : Do you have any brands you appreciate and follow?

Scott : I follow a lot of strains visually, mainly for how they are packaged. But as far as appreciating (or partaking) in brands, I live in Hawaii. We are a medicinal state and have no brands in our dispensaries. But there is one company here which is Pakalolo seeds from Molokai. They have some of the best strains on the planet. They have a seed bank of strains that have been in their lineage for generations.

Carolyn : Antidote Extracts from First Family Farms, Garden Society edibles, Valhalla Gummies, the entire Rise Nootropic Mushroom/CBD Supplements, The Legion of Bloom vapes, Level Protabs, Kikoko Positivi-Tea, and shout out to the Big Sur Farmers Association.