As more consumers become familiar with cannabis as a lifestyle product, companies are taking a sensory-based approach to brand experiences.
Cannabis consumption has risen dramatically over the past year, and a noticeable number of companies are adopting a more intentional approach to building brand connections. In the early days of the industry, product marketing primarily consisted of strain-based branding that was often confusing and uninviting to new consumers. As the legal space started to mature, established brands began introducing effects-based product marketing to engage with the canna-curious.
As more consumers become familiar with the plant as a lifestyle product, companies are taking a sensory-based approach to creating distinct brand experiences, a tactic that has never been truly utilized by traditional CPG.
– Read the entire article at Rolling Stone.