was successfully added to your cart.


Cannabis Branding

Get a Glimpse of Our Most Revealing Cannabis Consumer Report Yet!

By | Cannabis Branding, Cannabis Market Research, Medical Cannabis, Recreational Cannabis

In our third deep dive into attitudinal segmentations of Americans’ perception of cannabis, we surveyed residents in three specific groups of U.S. states: states where cannabis is not legal in any form, states where it is legal for medicinal purposes, and states where recreational use has been legalized. Through these reports we sought to track and understand what people like about cannabis, how they use it, and how they perceive the marketing efforts of brands in the cannabis industry.

By looking at these attitudinal segments through this geographic breakdown we were able to gain insights into the impact legalization is having on potential and actual consumers in these different areas, as well as efforts by entrepreneurs to establish themselves in this quickly evolving market.

In this overview, we provide an early glimpse into a couple of the many important and surprising findings about cannabis branding and insights about medical use we garnered from our survey data.

Cannabis Consumers’ Psychographics & Our Unique Attitudinal Segments

When we completed our first Cannabis Market Brand Attitudes Report in 2014 we identified four distinct attitudinal segments, clustered by worldview and their perception of cannabis legalization and use. We then tracked these same groupings in our 2016 report as well as our latest 2018 report. They are:

The Indies: These legalization supporters and cannabis consumers are independent, free-thinkers whose “live, let live” attitude have been a part of the marijuana culture before legalization. They feel vindicated that the rest of the world is finally moving toward widespread legalization and are interested in cannabis brands and marketing strategies.

The Outsiders: This large and diverse demographic is active indoors and out, working and playing in groups and teams. They’re “outsiders” because they don’t take vocal positions on cannabis. They’re generally supportive of legalization and like to cut loose with cannabis on occasion. This group of economically struggling Americans has experienced the most change since 2014, moving more toward the attitudes of the Indies.

The Idealists: These folks are more in favor of the idea of change and progress than specifically focused on marijuana legalization. While they strongly support your right to consume cannabis legally, they are not big participants in the market. Consequently, they’re not too hot on following cannabis brands or commercialization.

The Traditionalists: This large demographic doesn’t want to see cannabis culture spread. They are older, wealthier and against changing the status quo. They are very unlikely to shop for cannabis.

Complete the form below to Pre-Order your FREE copy of the Executive Summary.


100% Privacy Guaranteed.

trusted cannabis industry resources

Cannabis Brands Still Aren’t Connecting

One of the most important findings in the 3rd wave of our report, is that even in states with legal recreational use there’s still very little awareness of cannabis brands. We’ll have more details and strategies related to this discovery in our upcoming full report. But, in short, it shows there is an opportunity for brands to reveal and assert themselves in highly competitive markets.

Another related early insight came in response to questions about the difference between a cannabis brand designed for medical or recreational use. Our data shows that most people are confused about the difference or just don’t know if there is one. Again, we’ll have more on this in our final report, but this too signals an opportunity to stand out with a well-crafted, research-supported brand position.

“In lieu of a clearly defined differentiator, consumers look at price and convenience when asked what would encourage an initial purchase,” explains Canna-Ventures founder and survey architect Eric Layland.

The takeaway here is that brands must develop a defensible position that delivers value sought by consumers and support their positions with actions. Our coming executive summary and full report will provide you the platform from which to begin developing your position in the market.

As Legalization Spreads, So Does Likelihood to Try

Early results from our survey data out of non-legal states also provides a glimpse into how consumers are responding to widening legalization. We found that they are increasingly likely to purchase marijuana flower in small amounts and try lower-THC products once recreational cannabis is available.

This is just one more example of the insights we’re gaining from the geographic design of our third cannabis consumer survey. Exploring attitudes in the three stages of cannabis legality is proving to be an insightful companion to our demographic segments.

Measuring Perceptions: Cannabis vs. Big Pharma

Finally, one of the most revealing insights we’ve gleaned so far from our data has to do with medical marijuana. In all three groups of states — non-legal, medically approved, and legal recreational use — respondents said they believe cannabis has the potential to be more effective than pharmaceuticals for the treatment of pain, sleepless and anxiety or depression.

While this opens the door to helping consumers identify the best cannabis for their medical needs, medical use is also a complex terrain to navigate legally. We’ll have more on this in our full report as well.


Download our 2017 report today.

An essential element is a healthy business ecosystem are frameworks for acceptable practices. These result in strategies and tactics that lead to wide consumer choices of respected brands. This report shares insights we’ve uncovered through proprietary research into the interest and motivations of consumers by understanding their worldview. For it’s when we understand what motivates emotional connections that we can deliver experiences that genuinely meet consumer needs.

Buy The Report

A Lesson for Luxury Cannabis Brands from the Bath & Beauty Industry

By | Cannabis Branding, Cannabis Marketing

I was once VP Marketing for a retail chain in the bath and beauty category. We started in Seattle and grew to over 300 stores nationally, with comp sales increasing as much as 60% over the previous year.  We had a successful public offering and the sales growth continued. I truly thought I’d found the place to spend the rest of my career.

Then, it all hit the proverbial fan and today the company no longer exists. I believe what happened to that brand then, is a real lesson for all cannabis brands and marketers today.

Read More

Cannabis Packaging Checklist & Resources

By | Cannabis Branding

california cannabis packaging guidelines
From legal requirements to ensuring you have cohesive brand messaging, there are wide range of considerations that go into designing cannabis packaging. The following is a short list of the most important design considerations as well as a cannabis advertising and packaging and labeling resources for cannabis businesses.

Read More

Brand Activism™ Checklist for Cannabis Brands

By | Cannabis Branding

brand activism
The realization I’ve come to over the years is that these brand documents are intellectual exercises that fail to excite the heart, and, as a result, are a waste of time. We know a better way. It’s called Brand Activism™.

The simple fact is that a brand document has to get the heart pumping, and the reason we developed Brand Activism™. It’s intent is to give life to your brand by identifying and then leveraging that core spark that ignites passion within both the company and your consumers.

Read More


By | Cannabis Advertising, Cannabis Branding, Cannabis Businesses, Cannabis Marketing | No Comments

impeach cannabis

An Alternative Way to Celebrate Trump’s Impeachment

When the majority of America and the world are celebrating Trump’s impeachment, many will be choosing champagne to do so. We feel cannabis smokers needed an option as well.

Who Will Bring Him Down: The Women, The Feds, or The Felons?

Root for your pick with your purchase! We’ll keep a tally of who is selling out the best on our website. All proceeds will go toward the next impeachment of president 46, Mike Pence!

Read More

B2B Cannabis Branding Short Guide

By | Cannabis Branding

In its simplest terms, branding is having the courage to stand for something, ensuring, of course, that the target market both wants it and, preferably, is not currently getting it. This is the basis for a long-term relationship that the most successful brands understand connects on both a rational – “I want it because of what it does” – and emotional – “I want it because of how it makes me feel” – basis.

Willy Wonka

In moving between the B2C and B2B product categories, I’m always struck by the B2B marketing contention that connecting with their consumers on an emotional basis is not only irrelevant, but virtually impossible. They invariably tell me the basis for purchase is 100% rational as the products being purchased are simply widgets that fulfill some functional duty that it either does better or more cheaply. That’s wrong and an opportunity for these marketers’ competitors, and I want to explain why.

Read More

Finding the Right Agency for Your Cannabis Business

By | Cannabis Advertising, Cannabis Branding, Cannabis Businesses, Cannabis Marketing

Finding “the one” is hard, especially if you’ve never worked with an agency before. And hey, maybe working with an agency isn’t for you and your business. That’s okay. We just hope this blog post can help answer some of the more common questions that arise for cannabis businesses considering hiring an agency.

Read More

Sexy vs. Sexist Cannabis Advertising

By | Cannabis Branding, Cannabis Market Research, Cannabis Marketing

sexist cannabis advertising
Picture the scene… It is CannaCon, a respectable B2B cannabis industry tradeshow in Denver, Colorado. I am walking and talking with Morgan, at the time President of the MJBA, later Founder and CEO of the Cannabis Women’s Alliance. We were discussing what topics we should discuss on an upcoming panel about the role of women in the cannabis industry we were both participating in that afternoon. All of a sudden, we both stop in our tracks at the sight of a nearly naked, black leather thong and biker jacket clad woman appearing to sit on some heavy machinery.

Read More

The 2017 Cannabis Branding Consumer Study is Now Available!

By | Cannabis Branding, Cannabis Market Research

research report-coverNearly three years ago we launched our first study. Colorado had a legal Adult-Use market operational for less than 6 months. Our home state of Washington had barely begun legal sales. It seems like such a long time ago now but in the short period since then much has happened. The Green Rush is well underway and in our view the tipping point has been reached. Regardless of the current administration’s position, it is merely a matter of time before cannabis is legal federally. We’re not putting bets on a year but it is coming.

Read More