GB Group Ord Shs GBGPF

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GB Group Ord Shs > Aurora's made biggest strategic mistake of all Players

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Comment by HFHF123on Nov 28, 2017 4:46pm

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RE:Aurora's made biggest strategic mistake of all Players

In short I think you're vastly overrating the value of the "PR" in this partnership, and people's buying habits. Brand loyalty in this manner is not going to be as big of a factor in initial sales - for the curious and cautious consumer public, the last thing they'll care about is if the strain of cannabis they're purchasing is tied to a music group.

Don't get me wrong, I still see value in Newstrike but to call this a massive mistake, nevermind the biggest even, is so farfetched.

puppito wrote: Out of spite I won't buy Aurora product if they screw the HIP!

This article from earlier in the year is what its all about:

https://www.thestar.com/entertainment/music/2017/05/30/tragically-hip-partnering-with-medical-marijuana-company.html

This kind of PR and marketing is incredibly valuable short term following legalization and medium and long term. Honestly think ACB is thinking too small or with greedy little fingers. It's like they don't realize nobody cares if they buy "Aurora" but there is a Canadian emotional attachment to the HIP. How much does Aurora think its going to cost them to build a Brand Canadians and others in the world have a connection with. Seriously, Aurora is stupid on this one.
I don't even care at this point if Aurora walks or the deal falls through. Newstock has such value because of the immediate emotional connection that will occur as soon as recreational marijuana is legalized...What are you going to buy - Gord Downie's HIP product and support a real canadian legend and in some ways hero, or Aurora....? Let's imagine what Canada Day is going to look like right now and what is going to grab the media spotlight at those celebrations. How many of you are hearing the HIP music playing in the background and people proudly supporting the legalized product Gord Downie endorsed?

Aurora, you've gotten greedy and its gonna bite you if you don't smarten up. I'm willing to bet there is even some conversations happening right now behind the seens with Cannimed from other players.