Green View Magazine | December 2019

16 GREEN VIEW MAGAZINE DECEMBER 2019 WI CK & MORTAR rebrand from Hmbldt. Their vape pens are super sleek, dose-specific, and highly engineered. They clearly wanted to reach beyond the classic cannabis consumer and expand into the greater wellness audience. I think their name change really helped usher them into that. While Humboldt (of which Hmbldt was derived) holds a special significance for the cannabis industry, it doesn’t necessarily mean anything to the wellness- obsessed mom shopping on Abbot Kinney that they were trying to reach. On the other hand, the name Dosist, and the chic branding and product that supports it, says to that mom, “We’ve got exactly what you need, in the exact right dose, and in a beautiful pen that will fit right inside of your Dagne Dover fanny pack.” People love it.” Municipal Partnership GVM: How important is cultivating an alignment with the city where a business’s operations are based? Wick & Mortar, CEO/Founder, Jared Mirsky Mirsky: “The importance of this depends greatly on what kind of cannabis business you are running. For licensed retailers, producers, and processors, having a good relationship with both your community and the local government is invaluable. In Canada, many provinces hold public hearing periods before granting a cannabis license, allowing people in that community to express their approval or disapproval. If you’ve taken the time to get to know your community and rally support behind you, this public hearing period is a breeze.” Future GVM: What do you expect the next couple years will look like from a growth perspective? Mirsky: “We’re really only beginning to scrape the cannabis industry’s potential growth. To comprehend the level of growth we’re on the precipice of, you have to consider the global scale. I spoke at a cannabis conference in Colombia this year, a country that is shaping up to be a major exporter of cannabis. It was amazing to see the excitement and potential. As more countries come to their senses about legalization and decriminalization, huge new markets become available and explode growth exponentially. “With this massive growth will come inevitable mergers and acquisitions. Many of the smaller operations will be bought by larger corporations. For those who want to stand a fighting chance against getting acquired, and for those whose exit strategy is getting acquired, strong branding will be of utmost importance.” BRANDING