057 How to Cement Your Status as the Go-to Brand for Designer Weed With Craig Lyon of Connected

In this episode of the To Be Blunt Podcast, Shayda Torabi and Craig Lyon discuss Craig’s expertise from Nike and brand building, understanding the psychosis of what makes someone want to buy something, and so much more.

[00:01 – 10:09] Introducing Craig Lyon and Why He Landed at Connected Cannabis Co

[10:10 – 25:59] What It Takes to Build a Brand of Luxury Weed

[26:00 – 39:07] Pushing Every Part of the Cannabis Experience Forward

[39:08 – 46:37] How Connected Cannabis Co. Thinks Through Their Launches

[46:38 – 56:58] Company Values When Staying in the Top Tier of an Industry

[56:59 – 59:13] Branding Food For Thought

Craig Lyon is a business leader and creative pioneer with a passion for disruptive innovation and building pinnacle brands. As Vice President, Head of Marketing at Connected Cannabis Co., he is tasked with creating the marketing engine that will further establish Connected as the provider of the best cannabis products in the world.

Before Connected, Craig spent 10 years at Nike in various roles of increasing rank within their basketball marketing department. In his former position as Senior Brand Director on the North American Brand Leadership Team, Craig led a cross-functional brand team in strategically aligning brand strategy and go-to-market plans across all products and activations for the Central US and Canadian marketplace. Over the course of his career, Craig was responsible for developing and launching Nike’s basketball Instagram account, the launch of Nike’s Kyrie Irving and Paul George Signature Franchises, and the introduction of Adapt BB, the world's first power lacing performance footwear proposition. Craig’s work has received recognition from notable award organizations, including the Grand Clio Sports award, the Shorty Award for Entertainment, and multiple Cannes Lions awards, one of which received Gold.

Craig earned a B.S. in Telecommunications Production & Industry Management from Indiana University.

Connect with Craig on LinkedIn

Visit Connected Cannabis Co. https://www.connectedcannabisco.com/

and follow them on Instagram @connected.california

Shayda Torabi has been called one of the most influential Women in WordPress and now she’s one of the women leading the cannabis reformation conversation building one of Texas’ premier CBD brands. She's currently the CEO and Co-Founder of RESTART CBD, a female-run education first CBD wellness brand. And has formerly held marketing positions at WP Engine and WebDevStudios. Shayda is the host of a podcast for cannabis marketers called To Be Blunt, where she interviews top cannabis brands on their most successful marketing initiatives. When Shayda's not building her cannabiz in Texas, you can find her on the road exploring the best hikes and spots for vegan ice cream. Follow Shayda at @theshaydatorabi

Key Quotes:

“Breaking routine and tradition in the industry, let alone a country, is difficult. It takes time, and it takes people willing to take a chance and make a change and actually force it into existence.” - Craig Lyon

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