Elixinol was selling 1 retail product and had a team of less than 5 people. The website and messaging was very tactical, only selling the retail product and offering bulk oil sales with less than $1 million in annual revenue. With a highly competitive market landscape and many new companies jumping into the industry, it was difficult to identify how to create a clear advantage in the market. The goal was to create one of the most dominant and respected brands in the Hemp/CBD industry.
We then went into a creative process to tell the story of Elixinol. We identified that one of their founders had been deeply involved in the Hemp industry since the early 1990s, far longer than any founders of other competitive brands and had a tremendous passion for the environment and sustainability. The other founders also had great experience in the healthcare industry and we created messaging that shared this story to connect with people in a powerful way.
We then went into a creative process to tell the story of Elixinol. We identified that one of their founders had been deeply involved in the Hemp industry since the early 1990s, far longer than any founders of other competitive brands and had a tremendous passion for the environment and sustainability. The other founders also had great experience in the healthcare industry and we created messaging that shared this story to connect with people in a powerful way.
Creating a powerful culture that inspires leaders to join your cause is an integral part of creating a successful brand and we developed Elixinol’s 7 Pillars of Success which was designed to share with channel partners, distributors, wholesalers, potential employees and the entire supply chain so they could see and then experience first hand the core values, culture and business philosophy that was far more than just another company in the industry.
This developed loyal customer relationships, inspired viral word of mouth sharing and allowed Elixinol to donate hundreds of thousands of dollars to non-profits that we believed in to create a better world.
Gabriel Ettenson
Co-Founder of Elixinol
“Doug Sutton and Conscious Growth was a catalyst in the success of Elixinol. In addition to developing our branding and core messaging as a start-up, he helped us create and share our vision and values, which provided a significant competitive advantage in an emerging, never-before-seen industry. Doug also helped to build a strong culture that attracted top talent and further supported our mission to positively impact the world. One of the biggest concepts he instilled into our culture was the importance of delivering a world-class experience to every customer and how to do this while never forgetting the importance of giving back to a greater cause. After hiring Doug, we experienced significant year-over-year growth and even after our official consulting engagement ended in 2018, he remained a trusted advisor to the company, and still is a trusted advisor to me.”
