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Opinion: Cannabis brands are ready for their marketing close-up

Maureen Maldari

Cannabis acceptance has been steadily growing over the past 10 years, ever since Colorado became the first state to launch recreational cannabis sales.

However, the tipping point for cannabis acceptance might have occurred early during the COVID-19 pandemic, when both recreational and medical marijuana stores were deemed essential businesses and remained open in states where marijuana was legal.


Perhaps not surprisingly, many smart cannabis brands and retailers saw an opportunity and promptly invested in e-commerce and delivery tools, and they were quickly rewarded with a flood of stressed-out, homebound consumers ready for an alternative to wine and Xanax.

That’s great. But the real next step for marijuana brands to be truly legit in the eyes of most consumers is for them to get real about their marketing and bring some consumer packaged goods (CPG) grown-ups into their marketing C-suite.

Today, the real issue for cannabis brands

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