Cannabis Brands Need to Establish a Purpose That Doesn’t Rely on Puns

Venturing into experiential is one way to do that

A young adult is seen holding a cannabis cigarette; this person is wearing glassing
Often, cannabis brands' purpose can come across as loosely related to what they're hoping to achieve. Animation: Trent Joaquin; Sources: Getty Images

The explosion of cannabis and hemp-based (THC and CBD) products, peripherals and applications is remarkable. Perhaps because of the blind rush to cannabis riches, most of these companies are also terrible at modern brand building.

@maxlenderman Max Lenderman teaches at Denver Ad School (DAD), University of Colorado Boulder and is a member of the Adweek Academic Council.