6. Authenticity and brand voice—be yourself
If you’re an indie, you’ve got the leeway to create your identity. But if your brand’s personality is already established, it needs to be integrated with your cannabis offerings. Imagine how phony Budweiser would appear if, in an attempt to market a line of cannabis products, they suddenly adopted a “groovy psychedelic” look! Established iconic brands, like Budweiser, need to be true to “who they are” and “who their consumers are,” and build on that heritage. The example of the American themed bottle cans is a great execution of this strategy.
The marriage of a potentially revolutionary product with the traditions established by legacy brands may result in whole new ways of conceptualizing the cannabis experience…but be authentic!
NEXT: Don’t think of cannabis as an exotic category—consumer behavior is still in play