Cannabis Brands Need to Establish a Purpose That Doesn’t Rely on Puns

Venturing into experiential is one way to do that

A young adult is seen holding a cannabis cigarette; this person is wearing glassing
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.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@maxlenderman Max Lenderman teaches at Denver Ad School (DAD), University of Colorado Boulder and is a member of the Adweek Academic Council.
{"channel":"elasticpress","title":"Recommended","post_types":["post","page"],"lineup_id":"54851","since_qty":30,"since_time":"d","until_qty":0,"until_time":"m","q":"","num_posts":0,"vertical":"brand-marketing"}