'Brands Don't Matter' in the Cannabis Industry—For Now

Parallel CMO Lee Applbaum on the state of the industry at Adweek's Challenger Brands Summit

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As demand continues to far outstrip supply in the cannabis industry, brand identity doesn’t matter. Lee Applbaum wants to change that.

As the chief marketing officer for Parallel, the startup manufacturer of cannabis, CBD and hemp products formerly called Surterra Wellness, Applbaum sees the current state of the cannabis industry like post-Prohibition America, and he’s selling Jack Daniels.

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