Building a consumer brand in a commoditized category
How a product that looks interchangeable on a shelf gets chosen anyway — and what actually creates preference when the underlying category is a commodity.
Press & recognition
Travis Hermiz in the press
Coverage, interviews, and features on Travis Hermiz and Detour. For interview and media requests, get in touch — the media kit has approved bios and press details.
Topics
What Travis Hermiz can speak to
These are the subjects Travis Hermiz works in every day, and the ones he is most useful on for a reporter, editor, or podcast host looking for a practitioner rather than a commentator.
Brand-first thinking in cannabis
Why Travis Hermiz built Detour around a point of view and a tagline — "Take the High Road" — instead of leading with specs, and what that changes operationally.
Value-add real estate and long-horizon ownership
Acquiring, developing, and repositioning property with a hold-forever mindset, and how patience changes which deals are worth doing.
Operating in Michigan specifically
What it means to build consumer businesses and own real estate in Michigan rather than treating the state as a test market for somewhere else.
Product and packaging as strategy
Treating the physical product and what it comes in as the core strategic decision — using Detour's sub-brands, Dope Rope and Dope Smokes, as working examples.
Why culture beats media spend
Betting on taste, humor, and identity instead of buying attention, and the tradeoffs that come with growing a brand that way.
Formats
Interview formats
Travis Hermiz is available in the following formats, remote or in Michigan:
- Written Q&A over email
- Podcast interview (remote or in person)
- On-camera interview
- Panel or moderated conversation
- Expert commentary or quotes for a story already in progress
Fast path
For journalists on deadline
Everything needed to publish without a back-and-forth is already on the site. The media kit has approved short, medium, and long bios you can quote directly, plus headshot slots and usage notes.
On first reference, use Travis Hermiz, founder of Detour. The brand is styled “Detour” — not “DeTour” or “Detour Cannabis” — and the tagline is “Take the High Road.” Michigan is the correct market reference.
For interview requests, fact-checking, or a quick quote, email hello@travishermiz.com or use the contact page. Note your outlet and deadline and it gets prioritized.
Coverage will be listed here
Articles, interviews, and features on Travis Hermiz and Detour will be collected on this page as they publish. For interview and media requests, get in touch.
hello@travishermiz.com