Brands vs 'A Brand'27 Jan 2022 10:17
If shareholders had agreed a drinking game beforehand where you downed a pint every time this morning's RNS mentioned the word 'brand', there would a lot of drunk posters here. THAT WAS NOT AN ACCIDENT in my view. Whether its Scott Greiper's testimonials or commentary from the CEOs, the simple reality here is this: Building a brand, as vague and overused as that term may seem at times, is nonetheless the true golden ticket in this space. And, like any golden ticket, it is rare as hen's teeth. In fact, it is generally recognised that the CBD/marijuana market has no company yet to achieve anything approaching a national brand presence, with current market leaders like Cannadips opting for almost the exact opposite; ie., developing a regional identity around a (very) limited suite of products (see 'TAAT' as well, though it is obviously years away from any kind of brand awareness along the lines of what I'm referring); and 2. With that backdrop, today's appointment announcement takes on even more significance. It almost screams, 'You might have thought our rhetoric on this topic was a bunch of blah, blah, but we are dead serious that Chill Brands (there's that word again) can and will be the first true international brand in the CBD/TFN space. THAT'S why we are expanding our product suite beyond any other competitor already; THAT'S why we have marshalled our cash thus far instead of spunking millions on marketing to date; THAT'S why our product awards are so important; and THAT'S why Scott Thompson has joined our board after 40 years covering the entire matrix (products and processes) of our rapidly expanding universe....' Aside from the massive upside for the share price on achieving, or even approaching, this goal, take a moment to consider the value implications TODAY of recognising that this is now even plausible, never mind clearly underway. For instance, What value a company's - with among the industry's widest product offerings, which has already decisively penetrated the highest growth sector within it, smoking cessation, with best-of-breed products - INTANGIBLE assets?? For instance, considering all that, does that perhaps shed a different light on the value of CHILL.COM? We don't know what they paid for it, but as Scott Thompson's arrival surely implies, it's worth a hell of lot more today I reckon.