Branding is the backbone to marketing. Having a certain look and vibe to a product is the ultimate way to attract target demographics. However, the advent of cannabis legalization in Canada is going to see some pretty strict regulations on how they can and cannot portray their products.
A ban on anything linking cannabis use to a glamorous, exciting, or risky lifestyle
Public comment on the matter was closed January 20th and the regulations will be solidified before legalization this summer.
This could be potentially detrimental to the cannabis market. Branding is how different companies set themselves apart from the rest, and with a lack of ability to do this many may suffer. On the other hand, it may also give a greater advantage to those smaller companies that have less aggressive and highly funded marketing teams.
Bill Blair, the main man when it comes to government regulated cannabis use, was quoted by The Cannabist as saying “This is really predicated entirely upon a public health model, and not a commercial model, we want to do a better job of protecting our kids.”
Only time will tell how effective, and how strict these regulations may be.
Shasta Nelson is a California Native and a cannabis connoisseur. She's been involved in the industry at every level since she was a teenager. Currently she provides content for Roottie, DOPE Magazine, and Terpenes and Testing. She's also a creative writer, with a graphic novel underway.