The Importance of Branding in the Marijuana Industry

Cannabis branding is a crucial strategy to build legitimacy and interest that will drive recognition and repeat sales. Previously the image of marijuana arouse connotations of fringe group slackers and black market activities. As legalization is becoming mainstream, so too is the capacity for marijuana. Evan Horowitz, Co-Founder and CEO of WeedClub.com, told Forbes, “Branding will be the difference between success and failure in the emerging legal cannabis business.” Cannabis branding will bring greater legitimacy to the industry and offer trust for new patients and consumers. The way cannabis products are presented needs to be sleek and professional to appeal to an increasingly sophisticated market and to break these negative perceptions. As many different entrants to the cannabis industry emerge, it is increasingly important for brands to express their niche and how they differentiate from the rest.

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