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Branding Bud - Book

Matters Group Branding Bud Book David PaleschuckNever before has a book been compiled on cannabis brands and the consumers they appeal to. Once an underground commodity, with legalization in more and more states and countries, cannabis is now marketed under a variety of national brands, each with its own unique approach to targeting consumers. The global legal cannabis market was valued at US$17.7 billion in 2019 and is expected to reach US$73.6 billion in 2027. Celebrities, athletes, politicians, and large corporations alike are investing and competing in this fast-paced industry.

But what makes a cannabis brand successful? What techniques do companies use to brand and market their products? What segments have been established? In Branding Bud: The Commercialization of Cannabis, David Paleschuck answers these questions, digging deep into this evolving industry to uncover what both small companies and large corporations are doing to introduce their products to the hearts and minds of cannabis consumers. The results of his exploration may surprise you.

Branding Bud showcases the exciting range of products that cannabis consumers will be able to buy in a local dispensary once legalization comes to their state. The book offers a comprehensive overview and contextualization of this new segment, examining the multitude of emerging brands, their creative assets, and the strategies behind them, and the political, legal, and cultural aspects of cannabis that inform the brand landscape of today. This book is a must-read for entrepreneurs, investors, marketers, designers, and anyone interested in the rapidly growing cannabis industry.

Get your copy NOW! - Branding Bud: The Commercialization of Cannabis

David Paleschuck - Matters. Group Chief Branding Officer

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With over twenty years of global brand building and consumer marketing experience serving American Express, MasterCard, PepsiCo, and Microsoft ⎯ and over ten years in the legal cannabis industry as VP, Licensing & Brand Partnerships at Dope Magazine; Chief Brand Officer at Evergreen Herbal and The Matters Group.

David has played a part in creating many of today’s well-known cannabis brands. His writings on cannabis trends, branding, and packaging have been featured in The Cannabis Industry Journal, New Cannabis Ventures, Dope Magazine, High Times, PROHBTD, MG Magazine, among others. His work has been noted and quoted in Forbes, Kiplingers, The Brookings Institution as well as interviewed by The Wharton School Of Business Entrepreneur Radio; CannabisRadio, just to name a few.