What’s the real purpose of a website in 2024? In this episode of Hybrid Marketing’s Office Hours, Tyler Jacobson, Matt Gillespie, and Aaron Rosenbluth tackle a question most marketers avoid: when was the last time you actually visited your favorite brand’s website?

Starting with frozen pizza brands and ending with strategic insights for cannabis businesses, this conversation challenges conventional wisdom about digital presence. The team discusses why they completely abandoned educational blog content after years of heavy investment, how Google’s AI overviews are reshaping SEO, and why consumer behavior has shifted from brand loyalty to convenience-first shopping.

You’ll learn why B2B websites need to serve as sales enablement tools rather than traffic generators, how dispensary websites should prioritize user experience over content, and why some of the most successful brand websites focus on unexpected experiences like merchandise drops and interactive games rather than product information.

The conversation also explores the harsh reality that many websites exist simply to validate legitimacy rather than drive transactions, and why aligning your expectations with actual user behavior is more important than chasing vanity metrics.

Whether you’re marketing a cannabis brand, running a dispensary, or managing any B2B or B2C business, this episode will help you rethink what your website should actually accomplish and where to invest your marketing resources for maximum impact.

Key Takeaways:

Why educational content strategies have fundamentally shifted The critical question every business should ask: “Why would anyone come to our website?” How to align website strategy with actual customer behavior The difference between websites that support sales vs drive direct conversions

In this Office Hours Live session, the Hybrid Marketing Co. team explores one of the most common misconceptions in branding: the difference between having a logo and building a true brand. Tyler Jacobson, Aaron Rosenbluth, and Matt Gillespie unpack why a logo is just the tip of the iceberg, while a brand encompasses everything beneath it—purpose, values, tone of voice, customer experience, and more.

Through real-world examples from the cannabis industry and beyond, the conversation explores how visual identity may grab attention, but brand strategy is what builds loyalty and long-term connection. The team also discusses how packaging, retail experience, scent, and even music play into brand perception, as well as how businesses can evolve their brand over time without losing their identity.

Whether you’re launching a new company or refining your market presence, this episode highlights why investing in brand strategy is not optional—it’s the differentiator that drives trust, recognition, and growth.

In this must-listen episode, the Hybrid Marketing Co. team explores what truly sets love brands apart—and why this distinction could be the difference between growth and irrelevance in the cannabis space. Whether you’re a dispensary owner or brand marketer, you’ll gain powerful insights into creating lasting emotional connections with your customers.

What You’ll Learn: What a “love brand” really is—and why cannabis companies need to careHow to forge authentic emotional connections that drive loyaltyReal-world lessons from brand missteps: Southwest, Bud Light, TargetThe difference between lifestyle and love brands (and why it matters)Simple, actionable steps you can take today to start building trust

Featured Experts:Matt Gillespie – VP of CreativeTyler Jacobson – Director of MarketingAaron Rosenbluth – Director of Content

Topics Covered:The psychology of brand love and cannabis consumer behaviorCommon brand misfires that erode trustBuilding loyalty in a highly regulated marketHow to connect deeply—on any budget