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

Hybrid Marketing Co. Vice President of Strategy, Jenny Lamboy, and Vessl founder and CEO, Walter Apodaca, discuss the early success of PotShot and how Walter made the leap from the traditional beverage market into building a cannabis beverage brand PotShot.

Hybrid Marketing Co. Vice President of Strategy, Jenny Lamboy, and Bayou City Hemp Co. and co-founder of Howdy THC beverage CRO, Joel Canada, discuss the recent veto of Texas Senate bill 3 and House bill 28, which could have banned all hemp THC beverages in Texas. Learn what effort went into overcoming these bills, the stakes involved, and what the future holds.

Conference session from MJ Unpacked St. Louis ’24. Explore how retailers and brands are using AI-driven personalization and large language models (LLMs) to enhance customer experiences and scale marketing efforts. Gain insights into the latest tools and techniques, learn how to implement AI-driven personalization in a retail environment, and discover how LLMs can streamline content creation while maintaining brand authenticity. Through effectively harnessing these technologies, both cannabis retailers and brands can drive both operational efficiency and more personalized connections with their customers.

In the cannabis industry (or any industry), trademarks are your first defense against copycats and confusion. A distinctive brand identity ensures consumers know who you are while laying the groundwork for geographic expansion, customer loyalty, and potential acquisitions.

Generic names or overly familiar symbols (ahem, bud leaves) may seem appealing, but they’re nearly impossible to protect—leaving your business exposed to risk.

Trademarking cannabis comes with unique challenges due to federal restrictions, making state registrations and creative strategies essential.

From protecting your core products to leveraging trademarks for ancillary goods like merchandise, every step strengthens your position in the marketplace. A proactive approach saves you time, money, and headaches by reducing the risk of legal disputes and allowing your business to grow confidently.

Safeguarding your trademarks isn’t just about legal compliance—it’s about securing your future in a competitive industry. Whether launching or scaling your brand, the right trademark strategy ensures your hard-earned reputation remains yours alone.

Hybrid Director of Strategy Jen Lamboy and Seth Gardenswartz of Black Garden Law discuss trademarking in the cannabis industry during this recent webinar.

The ever-evolving cannabis and hemp beverage space is witnessing a shift driven by pioneering strategies from industry frontrunners. Our most recent webinar, hosted by our Director of Strategy, Jen Lamboy, explored the business models setting the stage for this new era in cannabis beverages with the industry heavyweights leading the way.

Benjamin Kennedy, CEO of Fable Libations; Joel Canada from Bayou City Hemp; Erik Knutson, founder of Keef Brands; and Jake Bullock, Co-Founder and CEO of Cann, explored the gritty details of creating market entry strategies that cater to a broad consumer base while staying agile in a dynamic regulatory environment (and much more).

The conversation covered critical strategies for success in the cannabis and hemp beverage space, including:

• Consumer-Centric Products: Developing drinks that resonate with evolving consumer preferences and lifestyle choices.

• Navigating Regulations: Leveraging regulatory challenges as opportunities for creative marketing and product positioning.

• Market Expansion: Techniques for expanding market reach and adapting to new consumer demographics with smart yet approachable products.