Evolution Of Cannabis Brands: Experts At The Benzinga Cannabis Conference Trace The Journey

In a recent panel discussion at the Benzinga Cannabis Capital Conference, experts in the cannabis industry came together to discuss the evolution of cannabis brands.

Moderated by Annie Davis, founder and CEO of Growing Impact, the conversation touched on brand promises, the role of influencers, and the impact of regulations on brand building.

See Also: Can Small Cannabis Brands Stay True To Their Values While Growing? Benzinga Conference Insights

The Early Days of Cannabis Branding

Kenji Fujishima, head of cultivation at Dr. Greenthumb Inc., shared his perspective on the early days of the cannabis industry in the '90s. He recalled a time when branded cannabis products were virtually nonexistent, and cannabis was often referred to by generic names like "chronic" or "endo."

Fujishima reminisced, "There was no branded flower back then. It was a time of trial and error, and we had to learn everything ourselves." Their initial success was driven by connecting with influencers in the music industry, creating a sense of community around their brand.

The Role Of Influencers in Cannabis Branding

Tiffany Chin, co-founder at Death Row Records Cannabis, who works with Snoop Dogg, underscored the pivotal role of influencers in shaping cannabis brands.

Leveraging Snoop Dogg's legendary status as a cannabis influencer, they plan to use other artists and talents associated with Death Row Records to create a broader brand portfolio, aiming to create a "house of products."

See Also: Snoop Dogg Says He Has Weed Plugs In Every Country: Well, Almost Every Country, Except...

Adapting To Regulations

Caleb Counts, CEO and co-founder of Connected Cannabis Co. discussed how regulations have significantly impacted the cannabis industry in California, especially in the period following the introduction of the first legislation in 2014.

He noted that early on, the fear of prosecution discouraged many from developing branded products. The landscape only changed when regulations became more permissive, allowing brands to emerge.

Accessibility, Education, and Product Diversity

Angela Cheng, executive vice president of marketing at Elevate Holdings, highlighted three pillars of the cannabis revolution: accessibility, education and product diversity.

According to her, dispensaries with a welcoming atmosphere challenged stereotypes, while education efforts broadened the consumer base.

This increased education, in turn, led to the development of a diverse range of cannabis products, forming the third pillar of Cheng's perspective.

Product innovation has allowed brands to cater to a broader audience, she noted. The once-dominant flower has given way to products like pre-rolls and various new categories, including the booming edibles segment, preferred by 30% of consumers, she said.

See Also: 3 Tips To Empower Your Cannabis Business Through Financial Innovation

It’s All About Innovation

Mark Berardi, director of sales at CCELL, a brand renowned for innovative cannabis technology, highlighted the role of technology in brand development, particularly in the vaping sector.

The advent of vaping and the growth of vape product brands have carved a niche within the cannabis industry, appealing to a diverse consumer base, including individuals previously hesitant to explore cannabis products, he said.

Berardi explained that technological advancements, especially in the domain of ceramic heating platforms, have influenced consumer preferences and product innovation.

The Future Of Cannabis Branding

In the dynamic cannabis brand landscape, experts asserted that collaboration, accessibility and innovative technology will decisively mold the industry's global future.

Regarding global expansion, It's not just a phrase; it signifies the older generation's acceptance and adoption of cannabis, Chin concluded.

Did you miss the first wave of cannabis investments? Don’t make that mistake again.
Experts believe cannabis stocks have found their floor and are now poised for unprecedented growth.
Join Benzinga PotProfits. Benefit from Michael Berger's sharp analysis, revealing top cannabis stock opportunities and timely updates.
Experience the potential of 10%+ returns in just 90 days. Our 4.5-star Marketfy rating speaks volumes. Secure your position in this booming sector with a 30-day money-back guarantee. The time to invest is now before everyone else realizes it. Secure your profits with Benzinga. Click here now to learn more.

Image by Benzinga