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.
