In most consumer packaged goods industries, brands drive decisions. Shoppers walk into a store looking for Coca-Cola, Nike, or Tide, and if those brands aren’t available, many will leave without buying.
Cannabis retail tells a different story. Here, product loyalty can often outweigh brand loyalty, and the distinction is shaping the way dispensaries and producers compete.
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While some cannabis companies have made headway in building recognizable brands, many consumers are not yet loyal to logos, color palettes, or celebrity endorsements.
Instead, they remain loyal to products—the form, effect, and price that meet their needs.
Recent cannabis consumer survey data from the Brightfield Group, published in the newly released Q3 edition of the MJBizFactbook, shows that many consumers are willing to switch brands if
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