The latest episode of Cannabis Pros and Marketing Masters, hosted by the Beard Bros Media Network’s Nigel Despinasse, delivers an insightful dive into the intersection of branding, culture, and cannabis with special guest Kyle Webb, Head of Marketing at Timeless. Webb’s expertise in cultivating a brand that thrives on its core values and community engagement sheds light on how Timeless has become one of the top vape companies in America.
Creating a Brand with Heart
From the outset, Timeless has emphasized the importance of community, culture, and legacy—three pillars that inform every aspect of its operations and marketing efforts. Nigel commended Timeless for its cohesive and impactful branding, remarking on the company’s reputation for hiring passionate, talented individuals. Kyle affirmed this sentiment, saying, “Your brand needs a heart and soul, and we strive to convey that with everything we do.”
Timeless integrates these values into its marketing campaigns, ensuring they resonate deeply with their audience. “Most of our campaigns embody one, two, or all three of these values,” Webb explained. This approach has allowed the company to connect meaningfully with customers, standing out in an increasingly crowded cannabis market.
The Journey from Food to Cannabis
Webb’s path to Timeless was unconventional. Before joining the cannabis industry, she worked in the food sector, managing marketing for a major manufacturer. Making the leap from traditional consumer packaged goods (CPG) to cannabis presented unique challenges and opportunities.
“In traditional CPG, the pace is much slower,” Webb noted. “It could take six months or more just to launch a new product like a flavored hot dog. In cannabis, the ability to pivot quickly is invaluable. The industry evolves so fast, and you need to adapt just as quickly.”
This agility, combined with the fragmented nature of the cannabis market, has allowed Timeless to experiment with marketing strategies and foster deeper engagement with its diverse audiences.
Expanding the Timeless Footprint
In just three years, Webb has played a pivotal role in transforming Timeless from a regional player into one of the largest vape companies in the United States. The brand’s expansion across multiple states has been driven by innovative marketing collaborations, such as unique artist partnerships that bring vibrant creativity to its merchandise and products.
One standout example is Timeless’ machete collaboration, which took cannabis merchandising to a new level. “It’s one of my favorite pieces,” Webb shared. “It all started with giving the artist full creative control. The result was a product that was not just functional but also a work of art.”
This commitment to creativity extends beyond merchandise. Timeless has consistently blended lifestyle and product branding, leveraging its roots as a lifestyle brand to craft meaningful collaborations and experiences for its customers.
A Culture-Driven Future
Looking ahead, Timeless shows no signs of slowing down. With a strong focus on culture and community, the brand continues to push boundaries in both product development and customer engagement. “Our leadership team always believed that you can’t create an SOP for culture,” Webb said. “It has to be authentic.”
Through their dedication to authenticity and innovation, Timeless exemplifies the potential of cannabis marketing done right. As the industry grows, brands like Timeless set the standard for balancing rapid adaptation with a steadfast commitment to core values.
Conclusion
The Beard Bros Network podcast episode with Kyle Webb is a must-listen for anyone interested in cannabis marketing and branding. It’s a masterclass in how to build a brand with heart, navigate a fast-paced industry, and create lasting connections with customers. As Webb succinctly put it, “Your brand needs a heart and soul.” Timeless clearly has both—and the industry is taking note.
*The above article pertains to one discussion point from Cannabis Pros And Marketing Masters, a multi-faceted episode. Subscribe to our Beard Bros Network Media Live Series YouTube Channel. New to this B2B live series? Read more here.
