In an ever-evolving cannabis industry marked by challenges and setbacks, one brand has emerged as a beacon of creativity and resilience, captivating consumers with its unique approach and bold flavors. TURN, co-founded by Robert Everdeen, has quickly become one of California’s fastest-growing cannabis brands, making strides not only in the Golden State but also expanding into markets like New York, Arizona, and Florida. In a recent episode of “Branding Like a Boss,” Everdeen shared his insights into the journey of TURN, the philosophy behind its success, and his vision for the future.
A Journey Fueled by Curiosity and Tenacity
Robert Everdeen’s entry into the cannabis industry is an inspiring story of serendipity and determination. Without a formal background in cannabis, he found himself partnering with a cannabis vertical seeking a brand that could resonate with consumers. “I didn’t ask whether California was doing well or not; I was simply focused on telling a compelling story,” Everdeen recalled, emphasizing his passion for consumer connection over market trends.
Reflecting on his experience, Everdeen noted the power of storytelling in the cannabis space. He recognized a gap in consumer understanding, particularly around complex products like live resin, and set out to simplify and humanize the cannabis narrative. With the aid of a core team, including co-founder Nate and his wife Bree, Everdeen developed TURN as a brand rooted in creativity, transparency, and community.
Embracing the Willy Wonka Comparison
Often referred to as the “Willy Wonka of weed,” Everdeen embraces the analogy wholeheartedly. This comparison reflects not only the brand’s playful flavors but also its approach to creating an experience that captivates consumers. He draws inspiration from brands like Red Bull, focusing on creating memorable events and engaging experiences rather than merely selling a product.
“The flavors we offer are a part of the experience,” said Everdeen. “It’s more than just the product; it’s about the overall feeling and the magic we can create.” This philosophy has become a hallmark of TURN, allowing the brand to stand out in a crowded marketplace.
Navigating Challenges and Finding Opportunities
As TURN navigates the complexities of the cannabis industry, Everdeen acknowledges the noise and challenges that come with rapid growth. With the market seeing significant financial hurdles, TURN refuses to succumb to the struggle. Instead, Everdeen views setbacks as opportunities: “To me, ‘no’ is just an opportunity to find a different path forward,” he stated.
This mindset, coupled with a fierce determination to maintain a clean aesthetic and a strong brand identity, has helped TURN remain resilient amidst the industry’s fluctuations. Everdeen believes that successful brands must be willing to make difficult choices to stay focused on their core mission.
Building a Collaborative Team
At the heart of TURN’s success is a dedicated team that shares Everdeen’s commitment to creativity and excellence. He acknowledges the importance of having team members who complement his vision, balancing creativity with operational efficiency. “Bree is the backbone of our organization, managing logistics, legalities, and ensuring we’re prepared for future growth,” he explained.
The collaboration extends to every department, with each member striving to maintain a high standard of excellence. Everdeen highlights the role of designers and marketing professionals, crediting them with bringing TURN’s distinct aesthetic and unique messaging to life.
The Role of Digital and Physical Presence
The intersection of digital and physical experiences is another facet of TURN’s strategy. Everdeen discussed how the brand has successfully leveraged social media to engage consumers and create excitement around its offerings, with one campaign garnering over 100 million views in a year. This success was born from a deep understanding of the audience and a willingness to experiment with content that resonates.
However, Everdeen is equally committed to making a memorable impact in physical spaces. He shares his philosophy on trade shows and retail interactions, noting, “Instead of pushing sales, we focus on creating memorable experiences that keep people coming back.” This approach has resulted in successful brand activations at trade shows, where TURN’s booth becomes an engaging and interactive space that attracts attendees.
The Bright Future Ahead
As TURN looks to the future, Everdeen is excited about the potential for growth and innovation. “In 2025, we aim to tighten our operational strategies and enhance our retail presence while expanding into new states,” he shared. The brand is set to introduce its proprietary pod pack in New York and continue developing beverage options and apparel, all while maintaining its core values of consumer connection and storytelling.
In a landscape often overshadowed by uncertainty, TURN serves as a reminder of the power of creativity, resilience, and community. As the brand continues to grow, it remains committed to providing consumers with unique experiences that celebrate life, connection, and the magic of cannabis.
For those eager to learn more about TURN and its journey, Robert Everdeen’s insights and experiences offer a glimpse behind the curtain of an innovative brand that is redefining the cannabis experience.
Stay tuned for more exciting developments as TURN continues to make its mark on the cannabis industry.
