Before all is said and done, and you’re about to layout a roadmap for your cannabis brand, I believe there are five rules in building a brand you should know and, hopefully, follow.  I’ve listed them in order of importance, as follows, and while the rules are relevant for any-size company,...

During our market research on consumer motivations in cannabis brand attribute preference, we have consistently seen four segments emerge among consumers, who we call “Traditionalists,” “Outsiders,” “Indies” and “Idealists.” Of these four, “Indies” and “Outsiders” are the most likely to patronize cannabis brands on a regular basis. Today we’re going to...

At the Matters Group, our client relationships usually begin with what we call the Brand Platform process, which consists of three steps: (1) Internal Platform: in which we ensure all key decision-makers and influencers are on the same page (often more difficult than you’d think); (2) External Platform: where we seek out existing customers...

I once went to a speech given by the then-CEO of P&G, and he said something that I knew instinctively was true, and I’ve followed his advice ever since: Every brand has a story, and it’s your responsibility as the head of a company or marketing director, to tell it. Every...

What is a brand? It seems everyone has their own definition, and I have mine. It’s sometimes easiest to say what it isn’t, especially in an area where there appears to be the most confusion, so here goes – a brand is neither a name, logo or package design. These are important,...

With new recreational marijuana businesses comes the new practice of branding the product itself. Though back-alley sellers have advertised their marijuana for years, the beginning of a legal market opens up the process to the enjoyment, and the scrutiny, of the public at large. So, let’s talk about some of the...