Discover the rise of a cannabis empire through the unique branding strategies of Cookies, likened to Supreme. Explore Berner's transition from rapper to CEO, making him one of the wealthiest rappers. Uncover the challenges of moving from the black market to the legal industry and the controversies faced in the competitive cannabis market.
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Quick takeaways
Cookies' success in the legal cannabis market is attributed to its unique branding strategy that taps into nostalgia and allure of the black market.
Cookies' CEO, Berner, leveraged his experience in the cannabis industry and rap music collaborations to differentiate the brand and establish a strong connection with cannabis consumers.
Deep dives
The Rise of Burner and Cookies Empire
Burner, the CEO of Cookies, a renowned legal cannabis brand, saw the potential in cannabis marketing through branding and rap music collaborations. He leveraged his experience working in the cannabis industry as it transitioned into legality in California to build his brand around creative strain names like Girl Scout Cookies. Burner's unique approach differentiated Cookies from traditional corporate cannabis brands and established a strong connection with heavy cannabis consumers.
The Unique Marketing Strategy of Cookies Branding
Cookies' marketing strategy resonates with consumers by tapping into the nostalgia and allure of the black market, contrasting with the sterile image of traditional cannabis companies. The brand's streetwear style, including hoodies and hats, played a crucial role in its origin story and marketing approach. Cookies' expansion and popularity are attributed to its distinct branding and association with illicit subcultures.
Challenges Facing Cookies in the Legal Cannabis Industry
As the legal cannabis industry evolves, Cookies faces legal disputes and challenges from competitors and investors regarding its business practices. The company's rapid growth and unique franchising strategy have drawn scrutiny, highlighting the complexities of operating in a market with varied regulations and competition from well-established multi-state operators. These legal issues underscore the tension between the legacy of street culture and the demands of a burgeoning legal cannabis market.
Future Prospects and Uncertainties for Cookies
Despite its success and rapid expansion, Cookies confronts uncertainties in an industry marked by regulatory complexities and market turbulence. The company's association with hip-hop culture and legacy drug markets may not suffice to navigate the challenges facing the legal cannabis sector. As the industry grapples with issues like high taxes, banking limitations, and competition from black markets, the future of Cookies remains uncertain amidst legal battles and external pressures.
The closest thing to a bat signal for stoners is the blue lettering of the Cookies logo. When a new storefront comes to a strip mall or a downtown shopping district, fans flock to grand-opening parties, drawn by a love of the brand — one based on more than its reputation for selling extremely potent weed.
People often compare Cookies to the streetwear brand Supreme. That’s accurate in one very literal sense — they each sell a lot of hats — and in other, more subjective ones. They share a penchant for collaboration-based marketing; their appeal to mainstream audiences is tied up with their implied connections to illicit subcultures; and they’ve each been expanding rapidly in recent years.
All of it is inextricable from Berner, the stage name of Gilbert Milam, 40, Cookies’ co-founder and chief executive, who spent two decades as a rapper with a sideline as a dealer — or as a dealer with a sideline as a rapper. With the company’s success, he is estimated to be one of the wealthiest rappers in the world, without having ever released a hit record.
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