The Cannabis Industry has been progressing past the stoner age at ludicrous speed. There are new plans for marketing products and events which are paving the way for the evolution of Marijuana but is this evolution further away than we thought initially? Many experts in the industry agree that it is in a serious need of a branding makeover. Nearly fifty percent of all logos have a marijuana leaf in them. The industry has had the tendency to play into the stereotype.
The Cannabis Industry Make Over Begins
Has legalization made cannabis more mainstream, or is it something more underground, to be kept away from people? Regardless of the opinions, you might have the industry is in the process of a major branding overhaul. What’s interesting is that there is a tense climate that exists which is very concerned about the stigma associated with cannabis.
Language and content are limited by regulations on the state and federal level, which subject brands to labeling requirements related to the states.
The cost of quality marketing and collateral can be high, ( Pun Intended ) however, we’re likely to see brand revamps in the following ways:
The growing popularity of Marijuana has outgrown the stoner stereotype.
The culture is coming out from the caverns of the underground and gathering new adherents.
New markets are growing and expect more
This means new customer segments and demographics. These new markets include retirees and professionals from various industries and interests.
Medical is widely accepted
Everyone wants healthy and happy friends and family and lives for themselves. Cannabis has many legitimate assertions of positive medical benefits, where pharmaceuticals were unable to help. This provides a niche for opportunities in branding elements, providing distinct visual and packaging differentiation.
The Cannabis Industry has their products on the dinner table
There’s a new conversation being discussed about restaurants and marijuana. There’s a channel available for packaging and product differentiation here where your marketing and branding could be radically different than anything you see at your local dispensary today. Maybe you wouldn’t even see these products at a dispensary but at your local grocery store? Farmers market? The diner? The gas station? Vending?
There’s press opportunities everywhere and an active fan base on social media
People love weed, they like to experiment with it and discuss it with online friends, they like photos of it, comment on them, trying new products and being vocal about which products they try and had great experiences with. Bottom line, the industry is ripe for unique marketing campaigns
Recreational or Medical: Keep them separated
These products need to have different looks and feels when it comes to their branding which also makes them distinctly different in terms of how they’re marketed.
Embracing Community in Branding and Marketing Efforts
Establishing a connection with community is going to be key in the Cannabis Industry. Products can be branded in a way that they align themselves with community interests such as non-profits, senior citizens, city improvement, and commerce. We’ll likely see these brands taking positive initiatives outside of selling product to improve their cities and consumers lives in a variety of ways.
If you have questions about marketing marijunana, engagement marketing or experiential, contact BeCore today! We’d love to partner with you!