Branding Bud: The Commercialization of Cannabis

by David Paleschuck

Never before has a book been compiled on cannabis brands and the consumers they appeal to. Once an underground commodity, with legalization in more and more states and countries, cannabis is now marketed under a variety of national brands, each with its own unique approach to targeting consumers. The global legal cannabis market was valued at US$17.7 billion in 2019 and is expected to reach US$73.6 billion in 2027. Celebrities, athletes, politicians, and large corporations alike are investing and competing in this fast-paced industry.But what makes a cannabis brand successful? What techniques do companies use to brand and market their products? What segments have been established? In Branding The Commercialization of Cannabis, David Paleschuck answers these questions, digging deep into this evolving industry to uncover what both small companies and large corporations are doing to introduce their products to the hearts and minds of cannabis consumers. The results of his exploration may surprise you.Branding Bud showcases the exciting range of products that cannabis consumers will be able to buy in a local dispensary once legalization comes to their state. The book offers a comprehensive overview and contextualization of this new segment, examining the multitude of emerging brands, their creative assets, and the strategies behind them, and the political, legal, and cultural aspects of cannabis that inform the brand landscape of today. This book is a must-read for entrepreneurs, investors, marketers, designers, and anyone interested in the rapidly growing cannabis industry.

221 pages, Kindle Edition

Published May 25, 2021

Reviews

[Eric · Rating 5 out of 5]

What's best about Branding Bud: The Commercialization of Cannabis? It's a straight up business book that breaks down the emergence of brands in this new industry as well as cliches. For those new or interested in the business side of cannabis, this book is a must read. It also includes a primer on cannabis, brief history and backgrounder on the emergence of the industry. As such, it's a fantastic and quick read that informs the reader with a new no-nonsense look at developing brands in an industry still suffering from far too many puns and pretenders.