Brand Approach



We work with clients to first clarify their brand — the fundamental emotional experience a company wants its target audience to have with its product or service at every touch point.  Once the brand is clarified, Growth Highway develops marketing programs that consistently reinforce and strengthen the brands position among its target audience.

These brand-centric marketing programs must have strong public relations campaigns built into them so that they are a natural extension and complement to the marketing program.  The PR opportunities must also be focused on the core target audience and further serve to reinforce the brand — giving it power and strength to stand out in the marketplace.

We create unexpected solutions and experiences that consistently grow and strengthen the brand’s resonance among its core target audience.​

The first and foremost element of creating a successful communications strategy is brand clarity.  It is the foundation.  brand clarity creates powerful marketing and communication strategies that move your target audience to action in relevant, distinctive, consistent, and repeatable ways.

Based on our deep experience and expertise in the brand-building arena, we have a strong strategic approach, to ensure that all communications initiatives clearly and consistently reinforce your company’s brand.  This brand-centric and business goal-oriented model helps companies increase marketshare and mindshare with the direct goal of positively impacting a company’s bottom line.

This approach is based in our insightful understanding of the businesses founders and employees visions. We learned long ago that if you are going to design a fire station, ask the fireman that actually work there how they see it working. From there we  create an ideal marketing communications model employing the clarity of the organization’s brand and leading to the creation of powerful brand-centric marketing programs that by their very nature have strong PR opportunities built into them.

Many agencies approach marketing or public relations tasks from an academic mentality with little understanding of our industries sub-culture and market. Their work will  affect the overall brand and the company’s business goals.  Often, the end result is that slick PR or marketing programs are created that have little relevance or impact in reinforcing the brand in a cannabis related market.

In fact, an academic approach  without a long time Michigan insiders insights of the local and state cannabis sub-culture often can be detrimental to growing the brand and its resonance among its target audience.  We are very experienced in Michigan cannabis based politics and trends and offer surprising views and strategic approaches.

Over our 20 years experience we’ve created methodologies, (brand hacks if you will), to ensure that all marketing communications initiatives clearly and consistently reinforce an organization’s brand.  This helps increase the emotional connection of employees and target audiences with the direct goal of positively impacting mindshare and marketshare. 

700 Monroe Street, Ann Arbor, MI 48104  |   1-734-418-8420  |

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