Being True to Your Brand

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Michael Austin is the Chief Marketing Officer at ArcticPharm, a producer of high-quality, organic cannabis products for the recreational and medicinal markets in the Yukon and the rest of Canada. ArcticPharm is committed to using natural and environmentally friendly methods for growing, cultivating, and processing its products. 

For the last 20 years, Michael has honed his skills in marketing, sales, and business strategy, working with the world’s leading agencies and global brands in London and Vancouver. He studied at the University of Victoria and obtained his BCom in International Business.

Here’s a glimpse of what you’ll learn: 

  • Michael Austin explains what it means to be true to your brand—and what big companies do well in terms of branding

  • How a company's brand relates to its frontline operations

  • Michael shares how to stay true to your brand as a CEO

  • The leading brands in the cannabis industry in Canada and what sets them apart

  • Michael talks about the pioneering spirit behind ArcticPharm

  • The importance of aligning your company's core values with your brand promises

  • How ArcticPharm competes against its rivals in the cannabis industry

  • Michael talks about brand loyalty and his goals for ArcticPharm’s branding in the coming years

  • The future of cannabis in the food and pharmaceutical industries

  • How to get in touch with Michael Austin

In this episode…

The most successful companies know the value of their brands and how to represent these brands to their customers. They understand that branding is more than a message—it is an experience that consumers can relate to and connect with in a meaningful way. 

According to Michael Austin, if a company wants to succeed, it must stay true to its brand. So, what does it mean to be true to your brand as the CEO of your company? As Michael says, it’s all about bringing that brand to life by connecting with your customers and exceeding their expectations from product development to service delivery. 

Michael Austin, the Chief Marketing Officer at ArcticPharm, joins host Martin Hunter in this episode of What CEOs Talk About to discuss being true to your brand as the CEO of your company. Michael talks about the role CEOs play in building and maintaining a brand, how to align your company's core values with your brand promises, and his company's strategies for standing out in Canada’s cannabis industry. Stay tuned.

Resources Mentioned in this episode

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