Randall Huft
Randall Huft is president and creative director at Innovation Agency, an advertising, branding, and public relations firm specializing in the cannabis industry. While working with blue-chip companies including AT&T, United Airlines, IBM, Walgreens, American Express, Toyota, and Disney, he discovered what works, what doesn’t, and how to gain market share.
The Greatest Story Ever Sold
Throughout history, a few extraordinary advertising campaigns literally changed society. These tales have been told—and sold—to the masses and changed the course of human...
What Cannabis Brands Can Learn from Greek Mythology
In Greek mythology, Icarus drowned after plummeting from the sky because, in his complacency and hubris, he flew too close to the sun and...
Don’t Be Chevrolet: a Lesson in What NOT to Do with Your Brand
General Motors’ venerable Chevrolet brand is in danger of extinction—and if the golden goose dies, GM will have no one but itself to blame.
Founded...
A Lesson for Brands, From Dog-Eat-Dog Political Campaigns
In her book Consumer Democracy: The Marketing of Politics, author Margaret Scammell makes the point politicians are marketed and sold to the public in...
Love Lists? 7 Amazing Reasons to Read This Marketing Column
Every day, I see hundreds of articles claiming to provide a solution to whatever problem you may encounter in just a few simple steps....
In Cannabis Branding and Marketing, Expertise Counts
I recently was listening to an investors conference call for a large company in the cannabis sector when suddenly I had an epiphany.
I have...
Surviving the Harsh Realities of Branding
A few years ago, I had the privilege of speaking at a major cannabis conference about marketing and branding. The room was packed with...
