This is How Cannabis Brands are Going to Try to Win You Over: Opinion

Article by Narbé Alexandrian, President and CEO of Canopy Rivers via Growth Op

BUSINESS This is how cannabis brands are going to try to win you over: Opinion Brand recognition won't come from plant science education. It comes from selling lifestyle values By Narbé Alexandrian, president and CEO of Canopy Rivers Shoppers Inside A Hobo Cannabis Co. Store Employees fill an order inside the Hobo Cannabis Co. store in Ottawa, Ontario, Canada, on Thursday, Jan. 30, 2020. Retail sales at cannabis stores expanded 5.2% in November as overall Canadian retail sales rose the most in eight months, helping to allay concerns about the recent weakness in household consumption. Photographer: David Kawai/Bloomberg ORG XMIT: 775471629 File - Employees fill an order inside the Hobo Cannabis Co. store in Ottawa, Ont., in January. Photo: David Kawai/Bloomberg

When you ask someone about their favourite beer, chances are they’ll offer a brand name: Corona for the beach, Bud Light on game day. These products are all built, branded, and marketed with a consumer experience in mind. They don’t boast about their alcohol content, or the amount of carbonation in their beverage. Rather, they sell on values and lifestyle. This is the hallmark of a mature industry such as beer, wine and spirits.

While this might be the case in alcohol, it is not in cannabis. Through the first year of legalization in Canada, cannabis consumers have been presented with a range of products that appear to be largely the same, due to retail constraints and staying onside with Canada’s strict marketing regulations.

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