"My two favorite words - why and how"

DRIVEN, HUMBLE, CURIOUS
As a senior account manager, Alexandria spearheads our team to bring engaging brand experiences to life. Strategic in her approach she puts ideas into action to create meaning and impact for our clients. Collaborative and intuitive she creates the roadmap to success and is the hub of communication. Her background has given her a unique and dynamic point of view to build exactly the tools needed for each and every project.

With a degree in civil and structural engineering, she built a career in New York City with a boutique architecture firm managing projects all over NY State. After she moved back to California, she led marketing efforts in tech and offered her skills in organization to high-end clientele.

The most important thing she brings to the table is her optimism and "anything is possible" mindset. Her two favorite words - why and how? Why defines of the importance of what we are doing, and how gives you the sequence to get us to where we want to be.

Her work has been published in Architectural Digest, Apartment Therapy, Houzz, and many others. She believes that building anything, from a house to a brand, is just about planning, methodically creating each step, and checking them off until you get to a final product.

She is an artist and writer in her free time with a passion for both ends of creation.

WHAT ALEXANDRIA BRINGS
Alexandria is both creative and practical. She wants to bring ease to what is complicated, beauty to what is ugly, and enjoyment to what can be tedious.

“My goal is to take what I am constantly learning and help clients to turn their visions into reality. Whether it is building a brand, organizing an event, creating an ad campaign, or planning innovation — I want to be able to do this for myself and for others so we can grow together.”

The Power of Rebranding

In a world where trends are changing and consumer needs are becoming more demanding, rebranding is vital. Companies that don't consider rebranding can risk becoming obsolete. 

What is Rebranding? 

Rebranding is the process of changing a product's or company's corporate image to create a new look and feel. The company may also rebrand to market or build a new brand, get new partners, or target new audiences. When a company rebrands, it changes: 

• its logo

• vision and mission

• name

• slogan

• values and how they do things at the office

Why Rebrand?

When a company stays in the market for a long time, it may lose its recognition or relevancy. Rebranding is essential for any business that wants growth. The main goal of rebranding is to revitalize a brand by making it look modern and relevant to the consumer's needs. This influences the consumer's perception of a product, company, or service. 

Big companies have rebranded several times. For example, Starbucks is one of the biggest names in the coffee industry. You may think a company with such cult-like loyalty may not need rebranding. Yet, Starbucks has rebranded at least four times.

Risks vs Rewards

Rebranding can be costly and takes time, resources, and research. If rebranding goes wrong, you not only damage your business but also risk losing your potential and current consumers. I was involved in the "good" rebrand of Tropicana (below left) which thankfully is still alive and well today. Whereas the attempted redesign of it (below right) only lasted three months because the appropriate strategic measures were not taken to bring their consumers along for the ride. 

Rebrand now

Rebranding is powerful as it revives a business and positions it to attract new customers or enter a new market. When a 30-year-old company does it, it increases its chances of staying relevant while pursuing growth in the market. If you think about it, a good rebranding strategy comes with more rewards than risks. In the meantime, while still figuring out your rebranding strategy, contact us for some pointers. 

How we're helping to make cannabis smarter.

With the legalization of cannabis, both medicinal and recreational, the industry is literally flying an airplane without a pilot right now. Enter TrueGreen, the world’s first smart packaging technology built for cannabis to help make life easier for every part of the industry. That means brands, dispensaries, regulators and consumers.  

We got involved with TrueGreen by helping them establish a brand that speaks to all of these different constituents. More specifically, we created a Brand Strategy & Positioning, Name, Brand Identity, Content, UX Design, and everything else you see out there! 

"As a new player in the cannabis technology space, we needed to establish a brand that clearly explains who we are and why cannabis dispensaries, growers, regulators, and consumers should look to us. Canopy was able to uncover key insights that resonate with all our constituents, and ultimately created a brand and marketing assets that are proving to be embraced by the market," says Katherine Lagow, President at TrueGreen.

About TrueGreen
TrueGreen provides a unique digital identity to every single cannabis package, through a certified tamper-evident seal, guaranteeing authenticity and efficiency. This tamper seal is designed with state-of-the-art anti-counterfeiting ink and printing technology and is made “smart” by embedded RFID technology – opening up a world of possibilities from POS to customer loyalty. TrueGreen’s smart ID platform manages the digital identification of each cannabis package and easily integrates with all the leading seed-to-sale systems and other business intelligence systems - making deployments easy and inexpensive to implement and effectively embedding licensed producers and operators key business system functions into the package itself.