Page 14 - Shango Case Study

Our Strategic Implementations
Shango Brand Assets
The name, Shango, was selected from more than 100 candidates in the course of BRAND’s proprietary brand naming process. We thoroughly researched each candidate for: 1) literal and vernacular de nitions worldwide, 2) existing use in the cannabis marketplace or any other marketplace, 3) URL availability and 4) immediate trademarkability.
The Company
BRAND and RMC evaluated and rated each candidate using multiple, subjective naming Shango, a subsidiary of Rexroad Marquis Corporation (RMC), is an integrated cultivator,
criteria, such as positioning, visual appearance, distinctiveness, depth, energy, humanity, sound processor, distributor and retailer of premium cannabis products based in Portland, Oregon.
and “magic.” Shango received the highest overall score of all candidates and was a unanimous It is also an emerging leader in the exploding American Cannabis Industry.
choice.
Shango is commited to:
His symbol is the double-headed axe, representing swift and balanced justice. BRAND evokes
Currently, Shango has cultivation facilities in Oregon and Washington, and ve retail stores in
Shango is actually a historical gure in African tribal culture. He is a Sky Father, a warrior king the greater Portland area. The company is poised to enter new markets for cannabis opening in who became the god of lightning, thunder and re in the Yoruba religion’s pantheon. His Alaska, Arizona, California, Hawaii and Nevada. It is also planning to extend its presence across name combines the words: “shan,” which means “to strike hard” and “go,” which means “to the country as other states legalize recreational and/or medicinal cannabis.
bewilder.” Powerful words to describe a cannabis brand.
this symbol in the logo’s tilted “S” icon. It also denotes the company’s distinctive perspective
• Rede ning cannabis as a positive and respected addition to the nationwide marketplace. on the Cannabis Industry and approach to doing business.
•ShCanhgaongisinaglshooqwuimteilltihoenspoarftAymaneirmicaln.sHresreppornessiebnlytsptuhrechvaitsael,liufesefoarncdeethnajotycocamnpnealbsips.eople to live life with joy and intensity. He is also the “owner” of the drums and the arts of music, dance a•ndTraenstfeorrtamininmgetnhte. Sphroadngucotionnspairneds sgaoleodofticmaensnawbhisenperovedruactnsdinwtohearepvreorspheraopups ebaursi.nTehses, laosgo’s typwoegllrapshaypcraop ttuarbelsehinisvpesatsmsieonta.te and adventurous spirit.
As a king and a god, Shango is always bedecked in riches. The logo is ttingly adorned in • Creating America’s rst and nest national cannabis brand.
precious platinum and copper metallic colors. The logo is satisfying to look at. The name is satisfying to pronounce. Both promise that the brand’s products and experience will be equally, if not more, satisfying.
In an industry rife with brand names based on trite medical terms, New Age weirdness and corny cannabis cultural clichés, Shango stands apart and stands above all others. It is a
completely unique, original, individual and independent brand in a marketplace full of generic imitators.
Define. Differentiate. Dramatize.
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