MM411 CREATIVE RATIONAL
The Brand Architects at Spiro & Associates were recommended to MM411 by our client Gecko Hospitality after we evolved their brand. We were given an extremely tight deadline to get smart, distill all that this wonderful company has to offer, write a plan and present. There was no room for error or edits. So the marketing mavericks at Spiro went to work…
Boiling down the essence of any brand—particularly one whose target market segments are quite varied—requires a careful balance of tonal attitude and directional focus. Ideally, the goal is to create a statement that is equally suitable and effective across the entire range of target segments.
As we examined our options, we considered that the subject of cannabis possesses a certain quality that affords it the latitude to push tone and personality boundaries without the adverse effects most other brands/products might need to be cautious of—particularly with the kind of varied target segments Medical Marijuana 411 services. On one hand, you have the (typically) younger, more liberal-minded, hip and trendy ‘budtender’ crowd. On the other, you have a population of medical professionals who are made up of a wider range of ages and represent a wider mix of liberal and conservative mindsets.
So, as we explored various options, we experimented with several angles—each using varying degrees of ‘edginess’ providing a wide range of options to consider within the realm of a cool and hip brand persona. Ultimately, we settled on the following positioning line – it speaks to precisely what you are experts in…Weed Education and uses a distinct graphic solution to create an eye-catching, clever, and entertaining message.
Upon presentation, it brought our client to tears due to her overwhelming satisfaction. We continue to exceed MM411’s expectations to this day.
There’s more where that came from…