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Hey folks, it’s another week of uncertainty and not great news. If ever we needed a holiday like April 20th, it would be this year. It's cannabis day. And even for those of us who don't partake, it may be a good day to just raise a glass or do whatever you do to relax just for a little while. The cannabis industry is truly unique is history, how it is regulated, the stigmas and perceptions. There's just nothing like it. Johnathan McFarlane has been a pioneer navigating these unexplored waters. He shares a lot about this booming multi-billion dollar industry that's just getting started. You're going to get a lot out of this episode. Welcome to Marketing Upheaval. My guest is Johnathan McFarlane, Director of Strategy at Hybrid Marketing, a Colorado based marketing agency that specializes in the cannabis industry. Johnathan has a digital marketing background and also worked client-side as a CMO for a cannabis related manufacturer in Canada. We're going to talk about the cannabis industry. Read the full transcript at: https://creativeouthouse.com/2020/04/14/cannabis-industry-brand-marketing/Listen for more insights on:The Unique Cannabis IndustryMarketing in the Cannabis IndustryMarketing RestrictionsSocial media and cannabis marketingOptimizing creative marketing tacticsFederal legality of cannabisOperational challengesCannabis industry growthCannabis Target AudiencesTarget Audience: Senior CitizensCannabis vs. opioid useMedicinal use vs. recreationCannabis vs. Alcohol useBehavior change marketing in the cannabis industryCannabis industry stereotypesThe pothead stigmaCreative marketing strategiesChanging minds about cannabisBrand differentiation in the cannabis industryUnique characteristics of cannabis productsCannabis and Inbound MarketingTarget Audiences: Bud TendersTarget Audience: Amateur vs. AficianadoMarketing in a new nicheRestrictions lead to creative thinkingIf you liked this episode, don't hog it, pass it around, share it with friends. That's what it's for. Check out Hybrid Marketing and hybridmarketingco.com or Johnathan McFarlane at his LinkedIn profile. You can find out more at CreativeOuthouse.com/podcast along with our previous episodes. Thanks to Susan Cooper for producing the show. To Gopal Swamy for creating our earcon and to Jason Shablik for always taking my calls when I have an audio question. And to you for listening and having such great taste in podcasts. Well, that's it for this episode of Marketing Upheaval. And remember, if the current state of marketing has you confused, don't worry. It will all change. See ya.Visit: https://creativeouthouse.com/2020/04/14/cannabis-industry-brand-marketing/Support the show (http://www.creativeouthouse.com/our-work)