Branding Strategies

De-positioning: The Most Effective Way to Position a Brand in Market

Ask not how your branding agency can help you change the world. Ask how your branding agency can help grow your business.


My twenty-plus years career running branding agencies have taught me what works and what doesn’t work in terms of positioning a business for growth. Many trends, perspectives, and buzzwords come and go. New ones continually pop up.


You’ve heard of approaches like disruption, differentiation, relevance, unique selling propositions, and personalization. But today, what you hear the most is brand purpose. Not just the what, how, or who the brand is, but the “why” you should care and how it makes the world a better place. This “why” is supposed to align with something bigger, which is more important than the straightforward selling of products.

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Where High Meets Technology

Azuca is a cannabis technology company that delivers a proprietary formula for minimizing edible latency. This chef-led business takes a molecular gastronomical approach to optimizing THC and CBD delivery times, offering a product that takes the countdown to blastoff from 1 hour to less than 5 minutes.

With a game-changing innovation in hand, Azuca needed to create a full brand experience to take their innovative process to the masses. We created a name that had the snap and substance to speak to the high-end culinary world, aligned on a strategic platform of “edibles perfected” and coined their proprietary TIME infusion™ (thermodynamic individual molecular encapsulation) cannabis tech.

Foregoing the sector-expected suite of played out pot leaves and shades of green for a visual identity that embraced a more sophisticated mode of stonerism, we designed a logo, packaging system and messaging to level the brand out of the black light-filled basement and into the kitchens of the biggest edible brands in the world.


What We Did

Naming, Brand Strategy, Brand Positioning, Visual Identity, Product Architecture, Product Naming, Messaging, Brand Marketing, Website Design and Build, and Brand Consulting