Cannabis Brands Need to Establish a Purpose That Doesn’t Rely on Puns
Venturing into experiential is one way to do that

Often, cannabis brands' purpose can come across as loosely related to what they're hoping to achieve.
Animation: Trent Joaquin; Sources: Getty Images

The explosion of cannabis and hemp-based (THC and CBD) products, peripherals and applications is remarkable. Perhaps because of the blind rush to cannabis riches, most of these companies are also terrible at modern brand building.