10 cannabis brand archetypes

AS MOMENTUM for cannabis legalization grows nationally, the commercialization of cannabis is no longer a pipe dream. In fact, it is becoming a reality right before our eyes, providing companies with the opportunity to build an enduring national, perhaps global brand.

While all brands are bound to play within the rules and regulations of their respective states and municipalities, they must seek creative ways
to make the laws work best for their businesses and more effectively than their competitors in order to succeed.

more from the matters. group

the matters. group is the first and only cannabis marketing agency to develop attitudinal segmentation based on proprietary consumer research that gets at the core motivations of what consumers want and why they choose specific cannabis brands. To date we have conducted three separate rounds of research, tracking shifts in segmentation make up throughout 2015, 2017, and 2019.

2019 cannabis market brand attitudes research report & playbook

In our third deep dive into attitudinal segmentations of Americans’ perception of cannabis, we surveyed residents in three specific groups of U.S. states: states where cannabis is not legal in any form, states where it is legal for medicinal purposes, and states where recreational use has been legalized.



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