Cannabis and the art of branding: a conversation with Houseplant’s Melissa Greenberg

“I experimented with marijuana a time or two, and I didn’t like it. I didn’t inhale and never tried it again.”—Bill Clinton, 1992

“When I was a kid, I inhaled frequently. That was the point.”—Barack Obama, 2008

Public perception of cannabis has gone through an evolution, to say the least. Just take stock of the notable contrast above, and, moreover, where we are today: more and more states authorizing the use of recreational marijuana, a projected 2022 market size of 13.2 billion dollars, and new cannabis brands popping up every day.

Enter Houseplant , the cannabis and lifestyle company co-founded by Seth Rogen. I might be biased because I’ve always been a big fan of Seth, but once I learned about Houseplant’s U.S. introduction (which created so much demand the site ended up crashing just hours after it launched), I wanted to get the inside scoop.

Lucky for me, I was able to sit down with Houseplant’s Chief Consumer Officer Melissa Greenberg in the latest #IITMpodcast episode . And while we covered some fun tidbits (like the difference between Diablo Wind and Pancake Ice), what struck me most coming out of this conversation is how thoughtfully the Houseplant brand has been built. It’s an important reminder that no matter what industry you’re in (even one riddled with taboos), sticking to tried and true brand fundamentals never fails.

?Here's where Houseplant shines:

?Driving loyalty through authenticity

Every decision Seth and the leadership team has made since day one is reflective of years of education, first-hand experience and deep respect for cannabis. According to Melissa, Seth could have “slapped his name on a jar of weed a long time ago. He could have inked a crazy lucrative endorsement deal with any partner in this space.” Instead, Melissa told me, Seth built a business as a founder and an owner, and his sensibilities and authenticity?come through in everything the brand says and does. “That resonates with consumers. And I think, they respect it.” Case in point: within three months of operating, the brand has sold a house good to every state across the U.S.

?Embracing capital “D” design

Lippincott was founded on the fervent belief that design is a vehicle for business success. For Houseplant, design isn’t an afterthought, it’s intentional. From its thoughtful curation of both cannabis and cannabis-related home goods, to its beautiful packaging that stacks like Lego bricks, to its Mid-century-modern-inspired headquarters located in a 1918 bungalow , Houseplant’s design ethos flows through everything it does. Melissa says, “For so long weed has lived under your coffee table and your sock drawer or hidden someplace else… we found this void in beautifully designed pieces for people who enjoy cannabis and wanted to create something that people would be proud to showcase.”

Differentiating through the customer experience

The best brands gain loyalty not just by introducing innovative products, but by reimagining the broader experience of how customers interact with the brand. When talking to Melissa, it was clear that Houseplant is laser-focused on cultivating an incredible experience. For example, when I asked her about expansion beyond California, she noted: “We want to make sure that we're delivering a phenomenal consumer experience in our backyard before we tackle a new market.” From the interactions with its “budtenders” inside the dispensaries to handwritten notes accompanying products from co-founders Seth and Evan, the customer experience is what brings customers back time and again.

Embedding social responsibility into the business strategy

These days, it’s harder and harder for brands to sit on the sidelines during times of socioeconomic unrest. But knowing where to put a stake in the ground in our age of climate, diversity and social justice can be a challenge. At Lippincott, we’ve done a lot of thinking around the idea of a corporate soul , and Houseplant is a prime example of supporting social good in a way that goes beyond lip service. They’ve shown they’re committed to using their platform and resources to help advance a more just, equitable and sustainable cannabis industry, from their partnership with the Last Prisoner Project to their In-Kind Donation Program, which helps address the lack of access to medical marijuana for low-income, elderly or disabled patients. According to Melissa: “We recognize the privilege of our founders and the privilege of Houseplant within the greater cannabis industry. And so, all of our policies and programs that govern our business practices and partnerships really revolve around that social mission of helping to create a more just and equitable cannabis industry.”

Whether you’re a curious customer, a cannabis connoisseur, or simply passionate about brand building, Houseplant is one I’d urge you to check out.