Issue link: https://nebusinessmedia.uberflip.com/i/1383836
DAY 2, SESSION 2: DON'T GET LAZY NOW: DIFFERENTIATION IN THE INCREASINGLY COMPETITIVE CANNABIS INDUSTRY Given the increasing competition and strict regulatory environment for cannabis businesses, differentiation is more important and complex than ever. Whether preparing a business for launch, sale, or expansion, this discussion will help attendees understand some of the best practices and unique ways to market a cannabis business or products in Massachusetts. This session will also address ways to position your business as a good corporate citizen in your community and why it's important from a brand and marketing perspective and corporate culture perspective. MODERATOR: Beth Waterfall, Principal, Beth Waterfall Creative, and Executive Director, ELEVATE Northeast PANELISTS: Elias Diestler (he/him/his), Web designer & digital artist Elias Diestler is a trans digital artist, game developer, and designer who originally hails from Georgia. Video games, cartoons, and comics had a large influence on him growing up – particularly adult swim, eastern animations, and 3D worlds. He would often doodle, draw comics, or create various digital media for fun. He went on to study Computational Media at Georgia Tech – a major focused on using computers as an expressive medium. Elias focuses his creativity into projects that include programming, art, and storytelling. After moving to Boston, he was excited to enter the video game industry at an educational content-oriented studio in Cambridge before going on to work on Red Dead Redemption 2 at Rockstar New England. There, he gained experience in development support in code and visual effects. Elias now works as a web designer for Bose and does freelance work for local artists and causes. In his free time, he enjoys playing the piano, board gaming, and volunteering. Alex Mazin, President/CEO, Bud's Goods & Provisions Alex is a native from Worcester, MA who first became involved in the cannabis industry in 2014. He is the founder of Lifegrabber LLC, one of the largest silicone accessory companies in the vaporizer device industry. Products are sold across all 50 states in the US, in Canada and in Europe under the brand name VaprCase. In 2016, he founded Bud's Goods which now has 2 retail stores in Worcester and Abington, and a third due to open in Watertown this fall. His mission is to build the first recognizable East Coast cannabis brand across the US. Prior to the cannabis industry, Alex has had nearly a decade of strategic management consulting experience in the life sciences industry for a top tier consulting firm and fortune 100 company. He was raised in Worcester, MA and is a graduate of Babson College with a Bachelor of Science (B.S.) in Entrepreneurs and Strategic Management. Gareth Charter, Vice President of Sales at MassLive Media Gareth Charter joined MassLive Media in January 2016 and has led the statewide expansion of MassLive Media, broadening of the client roster throughout the northeast. Charter has spent his entire 25+ year media career in Massachusetts including eight previous years in Central Massachusetts as the Publisher of Worcester Magazine and several other area publications. He has served as a director of numerous Massachusetts chambers of commerce as well as national media associations.