The key to startup communications agency Cannabrand – dedicated exclusively to marketing marijuana – is weeding out the stoners, said cofounder Olivia Mannix to The New York Times. Cannabrand is headquartered in Colorado, one of two states that legalized recreational marijuana in 2012. The challenge she and cofounder Jennifer DeFalco face is how to rebrand the entire pot industry and appeal to successful people of all walks of life, and they’re doing it one project at time. A network of dispensaries, Mindful, hired Cannabrand to modernize its brand. And the agency was among sponsors of CannaSearch, a career fair recruiting for the cannabis industry seeking, among other positions, social media managers and marketing executives.
Mannix is also strategic director and cofounder of Marca Strategic, a full-service marketing agency with a wide range of clients in branding and consultation, digital advertising, PR, and website design.