087 Connecting Brand Values and Vision to the Consumer Journey with Allison Disney of Receptor Brands

“A brand has always been so much more than a logo… It's really about, how are you connecting your values and your vision as a brand and a company with your consumer’s values? How do you mirror them? Or how are you finding the right core audience? And then how are you making them feel about your brand, ultimately? And that comes through all the different touchpoints in a brand experience.” - Allison Disney

Welcome back to the To Be Blunt podcast! In this episode, Shayda Torabi welcomes Allison Disney of Receptor Brands, as she discusses the role of marketing agencies in professionally elevating brands. She points out that although regulations in the cannabis space are constantly changing, what cannot be regulated is your vision for your brand.

[00:01 – 07:31] Shayda shares Upcoming Cannabis Events and Business Updates

[07:32 – 12:14] The Emerging Cannabis Industry on Branding and Marketing

[12:15 – 18:40] Agencies Filling the Gap for Optimal Execution

[18:41 – 30:24] Mirroring Consumer’s Values and Core Benefit in Branding

[30:25 – 47:13] Keeping Up with the Constant Changes in Regulations

[47:14 – 56:19] Best Practices in Curating the Asset Library

[56:20 – 57:41] Food for Thought: What do you think of working with marketing agencies?

Before Co-Founding Receptor Brands, Allison spent more than a decade at creative agencies creating award-winning advertising and marketing campaigns for some of our most beloved brands, including M& Ms, Bacardi, Ziploc, Johnson & Johnson, and YouTube. As Business Strategist at Receptor Brands, Allison helps define the field of opportunity for her clients’ businesses. She credits her experience working on regulated global industries for preparing her for the unique suite of complexities in the cannabis industry. Allison earned her MBA from the Kellogg School of Management at Northwestern University and her BA in Communications from Michigan State University. She is also an officer on the Marketing and Advertising Committee of the National Cannabis Industry Association. Allison lives in Chicago with her botanist husband, Ryan, and her tiny boss, Maxine.

Connect with Allison

Visit https://www.receptorbrands.com/ and follow her on Facebook, Instagram, Twitter, and LinkedIn @receptor_brands

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 Quote:

“Sometimes, you have a great product that you've created, but you need to find the right audience for it. You need to make sure that you are setting people's expectations for what this product experience is going to be like so that it's, you know, satisfactory when they try it.” - Allison Disney

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