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Small tech brands succeed with smart PR through credibility, storytelling and strategy. Learn how startups win big using earned media, thought leadership and community.
In most consumer industries, marketing is about amplification. In cannabis, it's about reputation, regulation, and real human connection. Despite — or because of — billboard battles, disappearing Instagram accounts, and federal restrictions, a new wave of cannabis companies has built some of the most innovative brand-loyal marketing ecosystems in the world. Community Gardens, Rose, Miss Grass, dosist, Cann, Sundae School, and what they teach.
Dosist's 2.5mg metered dose vape, clinical-white packaging, and Sleep/Calm/Bliss naming pulled cannabis into Well+Good and Goop. Wellness, not weed.
Learn how strategic publicity and earned media can boost your small business launch through media coverage, storytelling and targeted pitching without huge marketing budgets
What's actually changing in digital PR — from AI-driven personalization and micro-influencer strategy to GEO and Citation Share. Seven trends defining the discipline right now.
JCPenney's 'Fair and Square' collapse. Gap's #HashtagTshirt 2013. Pepsi/Kendall Jenner 2017. Target's mobile app miss. Four retail digital marketing fails.
Event marketing evolved past the product launch into infrastructure — hybrid by default, immersive, measurable, and built to generate content the audience distributes itself. Samsung, Microsoft Ignite, Gucci Garden, Red Bull.
Small tech startups don't outspend incumbents. They outwork them on narrative discipline, founder visibility, and earned media that compounds into AI-search citation share. Five disciplines that actually move the business.
App marketing in 2026 requires personalization, ASO, data-driven optimization, retargeting, and AI-engine visibility across ChatGPT, Claude, Gemini, and Perplexity.
Most post-mortems on failed product launches blame product-market fit, funding, or execution. The upstream cause is almost always communications. Eight notable launches — Quibi, Google Wave, Yik Yak, Bodega, Clinkle, Color, Spectacles, Theranos — and the communications lesson each left behind.
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