FROM FINE ART TO FINE HERB
As larger industries have known for decades, effective branding can be the key differentiator between success and failure for any given product. Whether it be a memorable logo, flashy packaging, or even just a cute mascot, empires are often built on effective brand recognition and recall. Take Coca-Cola for instance. Sure, you know that iconic logo, but how about the Polar Bear? The bottle shape? Did you know that the modern red and white suited image of Santa Claus was created by the beverage kingpin? The purpose of all of this was to make you remember their brand, whether it be tying it to memorable moments in your life, or the unique shape of their container. And it works! Coca-Cola is the number one selling soft drink in the world due in no small part to the countless classic advertising campaigns they have run, and the mark they have left not just on consumers, but society at large.
While this may be enough to make the initial sale, those flooding to the newly legal cannabis market are quickly learning it takes more than sexy mylar packaging to generate brand affinity in this space. For other sectors, what’s in the bag matters less because it’s mostly all the same—but this isn’t be effective for spreading brand awareness, the lack of quality control often pushes people away from the brand before they’ve even tried the real thing. Creating a brand that was not only authentic, and built for the newly legal ecosystem, but one that built upon all the lessons major brands have utilized over the past several decades of capitalism, maximizing the mileage from their best practices.
