Green View Magazine | December 2019

14 GREEN VIEW MAGAZINE DECEMBER 2019 Challenges GVM: What are some common missteps/mistakes you see? Mirsky: “By far, the most common branding misstep I see are brand names with “canna-” or some other colloquial cannabis term. Undoubtedly, these names usually come paired with a pot leaf and a black and green color scheme. This type of branding is overplayed, weakens your brand in terms of diversification and harms your ability to protect your intellectual property. With very few exceptions, we strongly encourage any client utilizing any of these overplayed brand attributes to go through the rebrand process. “Now, this isn’t always a misstep or a mistake, but rather the results of changing times. In fact, our agency was formerly known as Online Marijuana Design. We had a pot leaf in our logo and a black and green color scheme. At the time it worked very well. But times change and a savvy business owner will recognize and act upon the shift. Rebranding to Wick & Mortar has provided monumentally positive results, allowing the agency to grow and take on more sophisticated clients. Our own success with the rebranding process is why we preach its virtues so hard.” Success Stories GVM: Can you share any notable achievements of businesses who’ve been able to hit the ground running? Mirsky: “I think Dosist did a great job with their WI CK & MORTAR BRANDING