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Opinion: Cannabis brand health might be more important than sales, data suggests

Bethany Gomez

Cannabis marketers are stuck between a rock and a hard place.

They need to drive immediate sales while building the foundational brand equity that will set up the brand for success over the long term.

Some believe that brands don’t matter yet in marijuana, while others are expecting consumer packaged goods-level results.

Marketers today have an arsenal of tactics at their disposal to help build their brand and drive sales:

They run advertisements, sponsor events or even engage celebrities to drive top-of-the-funnel awareness. They develop clever brand positioning targeting strategic consumer segments. They redesign their packaging to stand out from the crowd. They establish in-store campaigns to win over budtenders or entice new customers. They can create loyalty programs to encourage repeat purchases.


All of these initiatives cost money.

Yet, most marijuana marketers have no way of objectively reading which initiatives are

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