Snoop Dogg's Market Disruption Fail

Fame & Branding Don't Always Mix

Y'all know I'm a Snoop Dogg fan. He’s a major example of personal branding on steroids. But just because I'm a fan doesn't mean he gets a pass when he messes up. And oh, baby, his Snoopermarket sub-brand? That’s a whole ass mess.

All the hype and marketing for Missionary (his new album with Dr. Dre), and then I find this. I was like, Calvin Broadus Jr., you should know better. Yes, I did the momma calling out your whole name thing. And even if he doesn’t know better, he has enough money to hire better. I mean, what in the gin-and-juice fuck is going on here?

Snoopermarket is destined to die in its current state.

Here’s my issue: the Snoopermarket isn’t about furthering the Snoop Dogg brand; it’s trading on celebrity. It’s the kind of sloppy shit you’d expect from a Shopify newbie, not a cultural icon. And this is exactly why so many folx think they can get away with doing basic shit.

Brandbaby, trust and believe, you don’t have the fame for this level of fuckery.

With a name like Snoopermarket, I expected innovation—a rethinking of how folx shop for food and munchies. Where’s the weed aisle? Where’s the curated snack packs for your kinda high? The name alone SCREAMS disruption, but what we got was a glorified online store where zero fucks were given about branding and marketing.

Let’s be real though. Snoop’s brand has always been about pushing boundaries and being unapologetically himself. From reinventing himself as a cultural chameleon to owning his "Uncle Snoop" vibe, he knows how to stay relevant. Look at his cookbook, From Crook to Cook. That’s a brilliant example of brand expansion. It’s fun, it’s flavorful, and it’s him.

But even that execution could benefit from better design.

Snoop’s apparel, book covers, and other visuals scream for an upgrade. Dude, you got the money, hire a fucking graphic designer who can elevate your products to match your iconic status.

Market Disruption Requires More Than The Snoop Dogg Name

Here’s the real real: market disruption doesn’t happen just because your name turns heads. It happens when you deliver on the curiosity and excitement that name creates. Disruption requires more than standing out—it’s about standing ten toes down for changing the game.

Think about the possibilities here. The name alone gives Snoop the perfect opportunity to:

• Create a digital destination for every high, hungry, or happy mood.

• Launch curated "munchies bundles" paired with recipes from his cook book.

• Introduce weed-friendly brick and mortar grocery stores (remember that girl scout in front of the weed store?).

• Collaborate with Black-owned brands to make it a cultural movement instead of just another dispensary.

What we got Instead, is some cookie-cutter e-commerce shit show that lacks personality and presence. That’s not disruption; that’s disappointment. A brand’s name is only as good as its follow-through. Without innovation and strategy, even the best ideas fall flat.

But check this Brandbabies.

You don’t need celebrity status to disrupt your market. You need clarity, strategy, and a little bit of that bold energy that says, “I’m here to change the game.” Stop trading on what folx expect—make them rethink what’s possible.

So, what does that look like for you? It means taking the time to understand what sets your personal brand apart and delivering an experience that folx didn’t even know they needed. It means refusing to settle for basic because you know your audience deserves better.

Most importantly, it means being intentional with every move you make—from your name to your execution.

Naming is the last thing in strategic branding, but it’s where most folx start.  Regardless, it’s the promise you make to your audience. But disruption? That’s the promise you keep. Snoop’s name alone opened the door, but it’s the lack of strategy that slammed it shut. Don’t make the same mistake.

Next time you’re tempted to cut corners or think you have celebrity juice, remember: the name might open the door, but it’s the strategy that keeps folx coming back.

Now go disrupt some shit. I’ll be over here sip’n bourbon and shaking my head at Calvin.

Love y’all,  Bye

💋

P.S. Don’t think that I missed that he got Death Row in a Snoop branded house. This is what happens when folx don’t know how to build a branded house or a house of brands.