{"id":3744,"date":"2022-09-08T16:38:24","date_gmt":"2022-09-08T16:38:24","guid":{"rendered":"https:\/\/cannacular.com\/?p=3744"},"modified":"2022-09-08T23:46:27","modified_gmt":"2022-09-08T23:46:27","slug":"how-to-overcome-the-marketing-challenges-of-cannabis-brands","status":"publish","type":"post","link":"https:\/\/cannacular.com\/how-to-overcome-the-marketing-challenges-of-cannabis-brands\/","title":{"rendered":"How to overcome the marketing challenges of cannabis brands"},"content":{"rendered":"\n
The buzz surrounding cannabis has never been higher. That doesn\u2019t mean there isn\u2019t trouble in paradise. There are unique marketing challenges that face cannabis brands in what is an incredibly volatile and novel market. <\/p>\n\n\n\n
As a marketing team that has worked with dozens of clients across the country over the past twelve years we have seen the long arc of the market. No other industry has the challenges that cannabis does. We know just how difficult it is to build a new cannabis brand. And we know how hard it can be to market an established brand. It is a hair pulling experience. Still…<\/p>\n\n\n\n
Branding is critical for cannabis, and many companies know it. <\/p>\n\n\n\n
There are many reasons why. We designed this blog series to highlight and reflect on six of the key marketing challenges that impact cannabis brands in 2022. <\/p>\n\n\n\n
As marketing is our key area of expertise, we want to speak boldly, and directly to the elephant in the room.<\/p>\n\n\n\n
As new states come online with medical and recreational cannabis, the volatility increases and novelty wears off in more mature markets. In our own home state of Colorado, the pioneer state, we have seen dozens of brands from growers to dispensaries falter and disappear. In an ultra-competitive market like California, or Oregon\/Washington we have seen similar trends, what seems like a course correction from the tremendous growth. Yet, newer markets are on fire. State after state seems to blaze past sales records at a breakneck pace. <\/p>\n\n\n\n
Why has this happened in more mature markets like Colorado and California?<\/p>\n\n\n\n
Cannabis is an ultra-competitive emerging market that has unique marketing challenges. Even in more mature markets like Colorado and California brands have failed to succeed. Far too many brands relied on novelty to compete in the market. <\/p>\n\n\n\n
There are many reasons including market saturation, price wars, regulatory restrictions, gray market incursions, and handcuffed marketing efforts. It is only natural that cannabis brands would struggle to position themselves effectively in the market. Other industries do not have the variety of cultural stigmas, not the red-tape and regulations. Add in the immaturity of the market and you have a ton of resistance in the quest to build a memorable brand. <\/p>\n\n\n\n