| FEATURE |
Branding and Marketing:
Three Experts Weigh In BY Leah Maurer
W
E INTERACT WITH BRANDING and marketing on a daily, often hourly, basis. Some concepts are well-formed and enduring—Budweiser’s Clydesdale mascots, Nike’s aspirational vibe embodied in an iconic swoosh, KFC’s southern-comfortfood vibe. Others are ill-conceived, forgettable, or downright offensive. Branding and marketing notions are still taking shape in the emerging cannabis industry. The process is important not only for the companies trying to establish a firm impression in consumers’ minds, but also for the industry as a whole while it attempts to remodel public perception and change the political tide.
70 070_087_Feature_Branding Bigshots_mg33.indd 70
4/3/18 10:59 PM