Founder and CEOTrailblaze
Member Since January 2021
As the former head of U.S. Marketing Communications at AB InBev (Budweiser), Lisa made the pivot from Queen of Beers to The Cannabis Publicist™ in 2018. She founded Trailblaze, an elite cannabis communications agency, to bring a more sophisticated “big CPG” storytelling approach to a nascent industry. From the High Times to The New York Times, Lisa and her team put next-generation brands on the map with strategic, results-focused communications strategies and targeted mainstream media relations.
Grabbing your audience’s attention starts with an intentional strategy. Since the advent of platforms like Facebook, YouTube, Instagram and others like them, companies have been trying to find the secret behind some of the internet’s most viral content in order to reproduce it for themselves and garner some major attention. While at times what content sparks such engagement may seem totally random, deeper study indicates there may be similarities after all. To shed some light on the “recipe” behind most viral content, a panel of Rolling Stone Culture Council members share 10 characteristic elements of this type of content and what businesses need to focus on if they want to “go viral” themselves.
Running a business shouldn't always be about selling. The holiday season is all about giving, and just because a business is for-profit doesn’t mean it can’t participate in doing a little good for its community. Whether their focus is on local communities or a larger cause, businesses big and small can do their part to show their customers (and their employees) that they care. As business leaders in the culture space, the members of Rolling Stone Culture Council understand how important it is for businesses to come together with their communities, especially during such a charitable time. Below, they recommend 10 ways other culture businesses can give back this holiday season and bring a little cheer to others.
Even if you're feeling video call burnout, there are ways to motivate yourself to connect in the digital world. With the pandemic still ongoing, it’s difficult to know when the world will return to “normal" and in-person networking can resume. Until then, many professionals will remain working — and connecting — fully remotely, which can lead to the dreaded burnout known as "Zoom fatigue." In this distant environment, finding the motivation to forge connections day after day can be a monumental task. To help, a panel of Rolling Stone Culture Council members shared a few networking strategies that have worked well for them when they’re not in the mood to connect.
Your team may be stressed, but empowering them to experiment can keep them moving forward. Working through the pandemic has caused many professionals a lot of anxiety. Even though this free time affords people more opportunity to achieve their goals, they aren’t often seizing it because they're stressed about their health, their families and their jobs. As a leader, it's important to empower your team to use this time to continue growing, learning and evolving, even if they're preoccupied with just "staying afloat" right now. Below, 15 members of Rolling Stone Culture Council explained how to encourage your team members to experiment and innovate during difficult times. Follow their recommended steps to keep everyone's morale high and creative juices flowing.
In the culture space, taking risks is necessary if you want to reach new heights. Taking risks as a business leader can have a significant positive impact on your company if things turn out well, but it can also set you back if you haven’t fully thought through every pro and con. The practice of calculated risk-taking, however, is essential for business growth. But taking a chance on something in business can be difficult for any entrepreneur, which is why the members of Rolling Stone Culture Council shared 10 tips to help encourage fellow culture leaders to take more calculated risks and explained why doing so is vital to business success.
Trailblaze is an elite and highly specialized communications agency building a new generation of cannabis, psychedelic, and wellness brands. Our professional, seasoned team of strategists and media relations experts marry years of experience inside leading CPG corporations and creative agencies with deep expertise in legal cannabis, as well as emergent categories such as psychedelic medicine. The result is a highly specialized boutique practice wholly focused on supporting the unique needs of growing cannabis and wellness companies seeking to put their businesses on the map and capture the attention of mainstream consumers, retailers, and investors.