From a distant roar to a powerful tsunami, the cannabis wave is crashing into mainstream American culture in 2019, leaving exciting and unexplored opportunities in its wake
With more and more states legalizing recreational cannabis, celebrities from Whoopi Goldberg to Martha Stewart championing the cause, and CBD-infused-everything poised to hit mainstream retail across the country, cannabis is quickly emerging as a profitable and enduring industry.
Building a strong cannabis brand is a formidable challenge. Brands must be nimble and responsive while consistently and thoughtfully addressing legal and regulatory hurdles, uncertain and changing environments, and evolving consumer profiles and behaviors. With strict bans on mainstream advertising, cannabis brands have limitations on how to reach consumers outside of dispensaries, which are currently the only legal point of purchase. For a brand to truly emerge in a dispensary environment—one full of unfamiliar brands and often chaotic and cluttered with devices, products and promises—nothing is more important than a sound brand strategy and strong package design.