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Cannabis Branding

The New Bottom Line for Cannabis Consumers

By | Cannabis Advertising, Cannabis Branding, Cannabis Market Research, Cannabis Marketing


Once upon a time, not really that long ago, commerce was relatively simple: you made a product and, hopefully, people bought it and you made money. Consumers based their purchase on product utility: did they need it and would they use it? They certainly didn’t give much thought about the company in terms of what it stood for, who was running it, what its religious or political beliefs were, or whether it shared the same values they had. They understood that companies were in business to make and sell products, and people either bought it or didn’t.

It was simple, really.

That’s how it was for decades.

Then, along came the Internet and everything changed.

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Why The Cannabis Consumer Experience Should Be Boring

By | Cannabis Branding, Cannabis Businesses, Cannabis Marketing, Cannabis Packaging

cannabis consumer experience
I consider myself a relatively new cannabis user. Other than the small number of times I was exposed to marijuana in college or high school, I’m a “newbie”; less than informed about strains and THC levels and everything in between. I’m a married, middle class professional mother of three, rediscovering this new world of cannabis as both a patient and a consumer.

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The 5 Rules of Building a Brand for Cannabis Businesses

By | Cannabis Branding, Cannabis Businesses, Cannabis Market Research

building-a-brand
Before all is said and done, and you’re about to layout a roadmap for your canna brand, I believe there are five rules in building a brand you should know and, hopefully, follow.  I’ve listed them in order of importance, as follows, and while the rules are relevant for any-size company, I’ve written them from the perspective of the start-up or smaller company, which we meet more often in this new category.

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Consumer Research & Marijuana Brands: Finding Your Customers

By | Cannabis Branding, Cannabis Market Research

consumer-research

Do You Really Know Who Your Customer Is?

Whenever I hear a client say, generally with great conviction, “I know my customer,” my heart freezes, because, much too often, it’s related to his own less than objective perceptions, anecdotes from his sales people, or what the spouse says. But, you really cannot build your business on hearsay and assumptions. So, I ask one simple question: When is the last time you talked to your customer?

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Marijuana Branding: How to Craft a Brand Story

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

craft-a-brand-story

Every Brand Tells a Story

This rings true not only intuitively – it feels right – but has been corroborated from the extensive consumer research I’ve done over the years. People constantly look for cues from your product, packaging and messaging that tells them your brand story.  They want or even need to know what your brand story is so they can understand on an gut level if you fit with their sense of themselves, or if you don’t.  And they purchase accordingly.

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Marijuana Branding: What is a brand?

By | Cannabis Branding, Cannabis Businesses

What is a brand? It seems everyone has their own definition, and I have mine. It’s sometimes easiest to say what it isn’t, especially in an area where there appears to be the most confusion, so here goes – a brand is not a name, logo or package design. These are important, of course, but are really outward reflections of what the brand is rather than embodying its core essence.

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Branding Bud: Some Do’s and Don’ts for Developing a Brand

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

With new recreational marijuana businesses comes the new practice of branding the product itself. Though back-alley sellers have advertised their marijuana for years, the beginning of a legal market opens up the process to the enjoyment, and the scrutiny, of the public at large. So, let’s talk about some of the ways of developing a brand that’s a viable competitor in this brave new world, without cheapening credibility or perpetuating the stoner stereo type.

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Canna Ventures’ Marijuana Branding Survey: Initial Findings

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

Canna Ventures has launched a groundbreaking new study on marijuana branding in the US. It is scheduled for release in early October 2014. This survey doesn’t simply retrace the familiar knowledge about adoption and usage. While valuable in its appropriate realm, such insights have been publicized by many other survey organizations. Instead the survey is designed to show the shape of “ideal marijuana brand,” as reported from consumers. It will serve as an important guideline to developing marijuana brands in the states that have already approved recreational use, as well as states that soon will.

Show those marijuana customers, and your brand, some respect!

Average marijuana users have gotten a bad reputation, to say the least, and it can muddy the waters of how a recreational pot business should establish its brand.

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Canna Ventures Launches Groundbreaking Survey on Cannabis/Marijuana Branding

By | Cannabis Advertising, Cannabis Branding, Cannabis Market Research, Cannabis Marketing, Recreational Cannabis

cannabis-brand-development-summary
Canna Ventures has launched a groundbreaking new study on marijuana branding in the US. It is scheduled for release in early October 2014. This survey doesn’t simply retrace the familiar knowledge about adoption and usage. While valuable in its appropriate realm, such insights have been publicized by many other survey organizations. Instead the survey is designed to show the shape of “ideal marijuana brand,” as reported from consumers. It will serve as an important guideline to developing marijuana brands in the states that have already approved recreational use, as well as states that soon will.

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