TCC’s “Brand Activism” Checklist

Today, I found an interesting post on CannaVentures’ blog, entitled “Brand Activism™: Checklist for cannabis brands.” Its suggestions seemed wise, so I walked through its checklist for the Thai Cannabis Corporation, with the results below. Paragraphs in italics are quotes directly from the Brand Activism™ blog post. 

Key Benefit. Too often, the benefit cannabis brands claim is something like ‘highest quality’ or ‘most effective’ but research shows these generic statements don’t have meaning to consumers. You must be specific, and often companies are afraid of that because they believe being specific somehow limits the true potential of the brand. We’ve learned that is simply not true because a clearly articulated benefit is the root of brand meaning.

TCC’s Key Benefit: Our customers improve the world with every hit.™

Reason(s) for the key benefit. These are the things you offer or do that provide the proof points to your key benefit and make it believable. In truth, collectively, these reasons are the storyline for your cannabis brand and provide directional strategy for your marketing efforts.

TCC’s Reason(s) for the key benefit: On behalf of our Partners (that is, our customers, our farmers, our co-workers, our suppliers, and our allies), we:

  • Grow organically to make the purest, smoothest, and most delicious cannabis, thereby safeguarding our Partners and their families;
  • Grow sustainably, protecting the natural environment, economy, and community that sustains our Partners and their families;
  • Share our profits generously with our farmers and our co-workers, to improve their families’ education, health, and the realization of their dreams;
  • Respect Thailand’s history, culture, and tradition of innovation in cannabis, to encourage well-earned pride among our Partners and their families;
  • Communicate honestly and transparently with our Partners and their families, so that they, too, can take sincere pride in the demonstrable fact that they are improving the world with every hit.™

Brand Attributes. Research shows that the best – and worst – brands take on a human persona that becomes the emotional link to your customers. Our recommendation is to develop a list of the 5 key personality traits that you want people to associate with your brand. And then prioritize them. Your marketing team will then translate these attributes into both visual and verbal touch points that will provide the emotional centerpiece for your cannabis brand.

TCC’s 5 Brand Attributes:

  1. Joy that we have, with cannabis, the means to improve the world.
  2. Awe for the cannabis plant and its gifts to humanity.
  3. Respect for Thailand’s history, culture, and tradition of innovation in cannabis, as we share these gifts with the world.
  4. Humility as we work with farmers, researchers, technologists, our customers, our suppliers, our allies, and each other, always learning, always seeking a better way, always open to new ideas, always respectful of each other.
  5. Determination to earn and keep our customers’ confidence in our mission to improve the world with every hit™.


Internal alignment. This is essential to any company in bringing to life what you stand for. Too often, the internal executives and those in the field representing your brand have different interpretations of what you stand for. So the Brand Activism process must ensure every key staff member is on the same page. This means ensuring all voices are heard and feel a part of the process as you reach alignment on the key brand issues.

TCC’s Internal AlignmentThis is “internal” by definition, so there’s nothing to show here. However, our willingness to share this publicly, speaks to our commitment to internal alignment.

External alignment. And finally, the ultimate judge of your brand is the consumer, so be sure you talk to them to ensure they truly want and identify with what you stand for. Find out what they’re missing in the category and determine how your brand best meets these needs and market opportunities. Then, if you find you need to revise your internal statement to better reflect the consumer reality, be certain it’s authentic to who you are, what you do and the product or service you offer.

TCC’s External AlignmentTime will tell.

Clearly, I found CannaVentures’ Brand Activism™ blog post to be interesting and stimulating. I can only hope that others will find this post to be interesting, too.  The concept of “Brand Activism™” was, apparently, introduced in this book, and is a trademark of the authors thereof.  Now, I need to find the time to read that book!  🙂

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