What Pot Marketers Can Learn From Pills and Booze
Americans have never shopped for weed before.
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Pharma brands need to communicate a lot of information to consumers, as
well as create trust and appeal, and legal pot will need to do the same.
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While flavor notes and effects vary across cannabis strains, they are
not so easily assigned to representative images like an apple or
cinnamon stick. Today, strains have names like "OG Kush" and "Diesel
Cheese," neither descriptive nor necessarily appealing to first-time
buyers. Plus, there are so many strains and formats that shoppers
require time-consuming purchase guidance from dispensary staff. At the
same time, many names are well-known enough that abandoning them would
cause confusion to core buyers. Some middle way must be forged, taking
the best conventions of alcohol brand architecture and packaging while
preserving the equities and points of reference of decades of
recreational cannabis culture.
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