My personal opinion of the Nojumper partnership.
1. I don't want to take anything away from his ability to get name recognition for the brand. Anyone with three million followers certainly has mass appeal.
2. Nor do I mean to take anything away from the video. But frankly I was only impressed with the NGW facility and with Mike Jenning's clear command of the operations there.
3. Call me old-school if you want to, but to me, nothing says "I've made really bad decisions" like sporting a face and head full of bad tattoos. It may come across as being on top of the counter-culture game, but it DOES NOT evoke the persona of business. Yes his followers smoke Cannabis. But so do tons and tons of middle and upper class professionals.
4. If NGW wants to be really big, I mean REALLY big, they will eventually have to open new marketing avenues, departing from this fixation on dope-smoking, skate-boarden, tattoo covered drop-outs. I'd like to see a partnership with a brand which opens up their products to a broader, professional community. Much like Robert Mondovi did with fine wine. I doubt the former group has the resources to consistently buy the premium product NGW is producing. The later certainly does. Put in other words, the former group is more "cheap beer" and the later is more "fine wine".
I'm ready to get blasted on these comments. Honestly, I see why NGW has partnered with so many counter-culture groups, but enough is enough. They appear to be completely neglecting a much larger, much more affluent segment of society.
