Cookies CEO Berner's New Book Details Cannabis Brand Building Strategy
Berner's memoir reveals how Cookies became a billion-dollar cannabis empire through strategic branding and international expansion.
Gilbert Milam Jr., known professionally as Berner, chronicles his transformation from rapper to cannabis mogul in his new memoir detailing the rise of Cookies. The book offers rare insights into how the company built one of the most recognizable brands in cannabis, achieving a valuation exceeding $1 billion through strategic partnerships and aggressive expansion across legal markets.
Cookies operates through a licensing model that has proven exceptionally scalable in the fragmented cannabis industry. The company partners with local operators across multiple states and international markets, collecting licensing fees and royalties while maintaining brand control. This asset-light approach allows rapid geographic expansion without the capital intensity that burdens vertically integrated operators like Curaleaf (CURLF) and Green Thumb Industries (GTBIF).
The memoir arrives as cannabis brands face increasing pressure to differentiate in oversaturated markets. Premium positioning has become critical as wholesale flower prices continue declining across major markets including California, Colorado, and Michigan. Cookies commands significant price premiums over commodity cannabis, with retail prices often 20-30% above comparable products, demonstrating the power of brand equity in consumer purchasing decisions.
Berner's account highlights the importance of celebrity partnerships and cultural marketing in cannabis brand development. Cookies collaborates with high-profile artists and athletes, leveraging social media influence to drive consumer demand. This strategy contrasts sharply with traditional cannabis companies that rely primarily on dispensary relationships and product quality alone to build market share.
The book's publication coincides with growing investor interest in cannabis intellectual property and brand assets. As federal legalization approaches, companies with established national brand recognition like Cookies position themselves advantageously for interstate commerce. The licensing model detailed in Berner's memoir provides a blueprint for scaling cannabis brands across regulatory boundaries, offering valuable lessons for operators seeking sustainable competitive advantages in an increasingly commoditized market.