We’re back with another cannabis exclusive on The Dales Report, and today we’ll be taking a look at the subject of marketing in the cannabis industry. Jay O’Malley, the VP of Marketing and Research & Development at MariMed, joins us on the show to talk brands and canabis marketing.
The idea of branding is so ubiquitous that many people don’t realize the work that happens behind the scenes to make a product resonate with the market segment they fall into. Believe it or not, those who work in marketing find that building a brand is more than a little bit like raising a child.
We discuss this world of branding and consumer connection, taking an insider view on some of the work that happens behind the scenes. We’ll also find out why consistency and simplicity are so important for marketing. Jay helps us examine some of the challenges and opportunities that come with building a new brand instead of working with an established one.
In the past, we’ve talked about the possibility that beverages might be one face of the future of cannabis. Jay explains some of the branding strategies and potential of centralized bottling model for canna-infused beverages.
Lastly, we explore the challenges of trying to expand a brand into different states, dealing with different local regulations. Since emotional connections through storytelling and education are fundamental in marketing, you may not realize the juggling act that happens behind the curtain. Educating bud tenders, in particular, has some real significance.
State-specific regulations are complex, and need for standardization in the cannabis industry is a hot topic we’ll share our thoughts on. Plus: Could functional mushrooms pose an alternative to alcohol? Tune in to get more insights.
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