Branding Bud: The Commercialization of Cannabis

by David Paleschuck

Overview

Never before has a book been compiled on cannabis brands and the consumers they appeal to.

Once an underground commodity, with legalization in more and more states and countries, cannabis is now marketed under a variety of national brands, each with its own unique approach to targeting consumers. The global legal cannabis market was valued at US$17.7 billion in 2019 and is expected to reach US$73.6 billion in 2027. Celebrities, athletes, politicians, and large corporations alike are investing and competing in this fast-paced industry.

But what makes a cannabis brand successful? What techniques do companies use to brand and market their products? What segments have been established? In Branding Bud: The Commercialization of Cannabis, David Paleschuck answers these questions, digging deep into this evolving industry to uncover what both small companies and large corporations are doing to introduce their products to the hearts and minds of cannabis consumers. The results of his exploration may surprise you.

Branding Bud showcases the exciting range of products that cannabis consumers will be able to buy in a local dispensary once legalization comes to their state. The book offers a comprehensive overview and contextualization of this new segment, examining the multitude of emerging brands, their creative assets, and the strategies behind them, and the political, legal, and cultural aspects of cannabis that inform the brand landscape of today. This book is a must-read for entrepreneurs, investors, marketers, designers, and anyone interested in the rapidly growing cannabis industry.

Product Details

ISBN-13:	9781936807512
Publisher:	Quick Trading Company
Publication date:	04/20/2021
Pages:	224
Product dimensions:	6.00(w) x 9.00(h) x (d)

About the Author

With over twenty years of product development, brand-building, and consumer marketing experience serving American Express, MasterCard, PepsiCo, and Microsoft—and over ten years in the legal cannabis space at Dope Magazine and as a consultant to the industry’s top national manufacturers—David Paleschuck has played a part in developing many of today’s best-known cannabis brands. As Founder of PALESCHUCK, LLC, David consults within the legal cannabis industry on product development, branding and brand licensing, positioning, packaging, and promotions. His writings on cannabis branding and marketing have been featured in Dope Magazine, High Times, PROHBTD, Cannabis Dispensary Magazine, The Cannabis Industry Journal, and New Cannabis Ventures, among others. His work has been noted and quoted in Forbes and Kiplinger’s, by The Brookings Institution, and he has been interviewed by Wharton School of Business Entrepreneur Radio and Cannabis Radio, among others. David Paleschuck lives in Seattle, Washington.

Read an Excerpt

When Colorado kicked off legal adult-use cannabis sales in the United States in 2014, unbranded flower fully dominated the marketplace, capturing more than 60 percent of all sales. Concentrates, edibles, and topicals were far behind.

Today, the market looks much different. Multiple states enjoy legalized recreational cannabis sales, including the largest cannabis economy in the world, California. The reign of flower has diminished. A consumer preference towards cannabis concentrates has evolved. The public’s interest in CBD is spiking. All while prices are dropping, laws are changing, and research is being compiled…

Table of Contents

Foreword an Innovator's Perspective on Cannabis viii

Introduction Overview, Purpose and Objectives xiii

Chapter 1 From Dime Bags to Dosed Portions 1

Chapter 2 A Cannabis Primer 7

THC is the Primary Psychotropic Ingredient 7

Cannabis Strains: Indica vs. Sativa 8

CBD: A Key Ingredient in Cannabis 11

Terpenes: What They Are and What They Do 14

The Entourage Effect: Chemical Teamwork 16

Chapter 3 A Brief U.S. Cannabis History 19

History at Odds 19

Federal Approaches to Alcohol and Drug Prohibition 24

When Truth Battles Perception 26

The Marijuana Tax Act of 1937 and Beyond 26

Chapter 4 The Creation of Cannabis Stereotypes 29

Cannabis in Counterculture and the Anti-Establishment 29

From Presidents to Pop Culture 30

Where the Rubber Hits the Road 38

Chapter 5 The Real Cannabis Consumer 41

Consumer Segments Emerge 47

What Drives the Consumer Segments? 51

Chapter 6 Developing Cannabis Brands 57

A Brief Overview of Branding 57

Branding and Brand Identity 60

Branding Strategies 64

What Should a Cannabis Brand Stand For? 68

What Does This Mean for Cannabis Brands? 70

Chapter 7 Cannabis Commercialization 73

Means of Ingestion and Form Factor 74

A Look at Current Legal Cannabis Brands 77

Cannabis Flower 79

Cannabis Concentrates, Oils and Extracts 93

Cannabis Topicals 103

Cannabis Edibles 109

Cannabis Beverages 121

Cannabis Tinctures and Capsules 129

Innovative Cannabis Products 137

Chapter 8 Cannabis Brands: A Critical Review 143

What Makes a Cannabis Brand Successful? 143

The Evolution of a Cannabis Brand 149

Brand Differentiators and Critical Characteristics 164

The 14 Cannabis Brand Archetypes 167

Chapter 9 Taking Cues from Other Industries 173

Best Practices and Pertinent Processes 173

Creative Compliance 178

It's Not Easy Being Green 179

Chapter 10 The Future of Cannabis 185

A Mid-Pandemic Forecast 185

Acknowledgements 194

References 196

Editorial Reviews

The first book of its kind to offer solid best practices in branding and marketing to an industry in dire need of them…. A fascinating overview of an estimated multibillion-dollar sector whose long and complicated history dates back to when forefathers George Washington and Thomas Jefferson grew hemp.”
—Iris Dorbian, Forbes.com

“This book provides an indispensable perspective for entrepreneurs, brand creators, and marketers as they get ready to establish themselves in this very promising industry.”
—Brian Wansolich, Co-Founder, Leafly.com & Headset.io

“Few people could have written the first book on cannabis branding. David’s experience in consumer product goods, lifestyle marketing, and cannabis culture allows him to view this new and exciting industry in ways that many others can’t. Great insights and a great read.”
—Michael Blatter, Founder, Mirrorball

“Impeccable timing combined with solid research adds up to a comprehensive overview of legal cannabis brands and their assets. Get the book now!”
—Trek Manzoni, Co-Founder, Dope Magazine

“This book is smart and informative! It provides consumer insights and a solid branding perspective that will, no doubt, have a huge impact on the way the cannabis industry is seen and sees itself.”
—Jared Mirsky, Founder, Wick & Mortar

“This book breaks stereotypes and answers many of the questions surrounding cannabis today. A must-read for entrepreneurs, investors, marketers, designers, and anyone else interested in the exciting and evolving world of cannabis legalization.”
—Eric Layland, Founder, The Matters Group

“From a seasoned lifestyle marketer and branding expert who helped bring to life campaigns such as MasterCard’s ‘Priceless’ and Pepsi’s ‘Do the DEW’ comes a book on cannabis branding. David has one of the canniest minds in branding and has digested what would take years for even the most expert of ‘cannasseurs’ to understand and clearly layout. Critically reviewing legal cannabis brands and their packaging, including flower, oil, topicals, edibles, and even transdermal patches, this book covers lots of territory. Whether you are pro- or anti-cannabis, this book is eye-opening, enlightening, and informative enough to change your perceptions about cannabis.”
—Tobias Coughlin-Bogue, Staff Writer, The Stranger

“An easy read and jam-packed full of great advice for the cannabis pro or even a beginner…. The book makes me want to delve more deeply into each of these featured brands because they represent excellence in marketing cannabis as more than just an art form…. This one is a keeper.”
—Warren Bobrow, author of Cannabis Cocktails, Mocktails, & Tonics, in Skunk Magazine

“It’s always a treat to dive into a book that leaves you feeling as though you could go out and make money by leveraging what you just learned. Branding Bud does exactly that by empowering you with the knowledge to go out and get your cut in the modern marijuana market…. An excellent guide for anyone looking to make their way in the cannabis industry today.”
—Noemi Gonzales, The Green Market Report

“I’ve spent my career focused on the plant. But as legalization becomes reality, it’s time to start paying attention to cannabis brands and their promises—like we do with the other products we consume. David’s done a great job making sense of a very complicated subject. Branding Bud is a must-read.”
—Ed Rosenthal, author of Cannabis Grower’s Handbook

From the Publisher