Beyond the haze of hype and dramatic share price fluctuations, the cannabis industry is shifting into the realms of fast-moving consumer goods through the adoption of innovative formats, design sophistication and evolving language and semiotics. As it sheds its mantle of illicit associations, branding through lifestyle cues and positioning, retailing strategy and demographic breakdowns will shape its future and its transition from novelty to an industry that has come of age.
As the cannabis industry sheds its mantle of illicit associations, branding through positioning, lifestyle cues, retailing strategy and demographic breakdowns will shape its future and its transition from novelty to an industry that has come of age.
Pricing segmentation, craft positioning, pioneering new occasions, ancillary branding initiatives and symbiotic marketing campaigns will be the key drivers in this journey.
From music-driven collaborations to fashion tie-ins and from celebrity endorsements to streaming content, cannabis has and will continue to capitalise on its historic associations, semantics and creative outlets. However, reaching out to dabblers and the canna-curious will require players to go above and beyond stereotypes.
Experiential retailing concepts, the first steps in the long road towards the establishment of an on-trade presence, the opportunities provided by canna-tourism and the momentum built on the back of delivery platforms will all be key in formulating the cannabis landscape.
Cannabis and its consumers are not mono-dimensional and a one-size-fits-all approach would likely lead to strategic failure. From the seasoned consumer to the canna-curious and from dabblers to naysayers, using the right tools and pressure points to target different occasions and need states will be the fuel for driving the industry into the future.
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