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Marketing & Branding/

How to Carve Your Own Path in the Canadian Cannabis Market By Corey Herscu

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anada’s emerging adult-use cannabis market has created a white space for brands to play in. In these early days, consumers have yet to demonstrate a strong brand preference, and with companies getting licensed and regulations being written, we continue to see new players and new opportunities in the space. Cannabis is a unique product because it intersects with health, recreation, economy, environment and social justice. Given the plant’s broad reach, companies have the opportunity to create a message that stands for something beyond profit. Under Health Canada’s guidelines, brands may feel constrained by marketing regulations that borrow more from tobacco and pharmaceuticals than from alcohol. With heavy regulations come big penalties, and traditional means of advertising and exposure have left brands with much to be desired. The seemingly oppressive marketing restrictions force companies to reach beyond the hype and build a brand that matters. In an age where brands are more than a name, cannabis companies can reach their audience by implementing a few key strategies. Quality is King If you’re in the business of selling products or services, quality needs to be a top priority. According to Health Canada’s National Cannabis Survey (fourth quarter, 2018), quality and safety were ranked by consumers as their top priority when choosing where to make their purchases. Quality cannabis, as well as supply, have been ongoing issues in the legal market since the implementation of the Cannabis Act in October 2018. A surefire way brands can stand out in this landscape is by producing and creating great products that consumers can trust and rely on. “In 10-20 years, we want to be proud of what we built from the inception of our company,” says Lisa Harun, co-founder and CMO of Vapium Inc., a company that produces medical-grade vaporizers. She says that a lot of money went into research and development for Vapium in order to create a high-quality product that adheres to self-imposed medical standards, as the industry does not currently require products to meet that level of quality. “We want to make sure that we’re building lifetime value,” continues Harun, who also notes that if consumers have a positive experience with a

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Cannabis Prospect Magazine | April 2019

Profile for Cannabis Prospect Magazine

Cannabis Prospect Magazine - April '19 - Issue #2  

Cannabis Prospect Magazine is Canada’s premier trade publication for cannabis industry professionals. With six issues to be printed and dist...

Cannabis Prospect Magazine - April '19 - Issue #2  

Cannabis Prospect Magazine is Canada’s premier trade publication for cannabis industry professionals. With six issues to be printed and dist...

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