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How cannabis brands can cultivate engaged consumers

(Editor’s note: This story is part of a recurring series of commentaries from professionals connected to the cannabis industry. Sandra Abi-Rashed is the vice president of client services at Boston-based marketing technology company Digilant.) 

The market for legal cannabis in the U.S. is expected to surge in the coming years, reaching more than $40 billion annually by 2025, according to the MJBizFactbook, creating huge opportunities to educate consumers on its benefits and create brands that eventually rival those found in the traditional  consumer packaged goods (CPG) space.

Getting to that mass-market cannabis future requires that brands and marketers navigate a highly

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