Canna Marketing and Branding is a subject effectively coated. For most, you realize the fundamentals, so we invited a bunch of the very best within the enterprise to get an opportunity to essentially discover the place that is all going.


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AUTHOR: Heather Allman




CLAB, or Cannabis Law, Accounting, Business —

The Future of Cannabis Branding, Marketing, and Events



Thursday, June 18, 2020


Evan Bopp, Founder, Potent Brands



Yesenia Garcia, Director of Marketing, Curaleaf

Rosie Mattio, Founder MATTIO Communications

Jared Mirsky, Founder Wick & Mortar

Valda Coryat, CMO, Trulieve


Do we even know the fundamentals just like the distinction between advertising and marketing and branding?

Canna Marketing and Branding is a subject effectively coated. For most, you realize the fundamentals, so we invited a bunch of the very best within the enterprise to get an opportunity to essentially discover the place that is all going. 

Learn about CPG, SEO, PPC and different key phrases and ideas which can be coming to outline how we expect and act as we market and promote.

Further, now that stay occasions, conferences, expos and festivals should not a risk, what can we do above and past Zoom to achieve our viewers and have interaction the neighborhood? 

The hurdles and obstacles are nice, however so too are the alternatives.


Highlighted by the June 18, 2020 CLAB panel, key insights and methods regarding the future of hashish branding and advertising and marketing revealed sweeping modifications.   

From Yesenia Garcia, Director of Marketing, Curaleaf:

“Brand education is a story. You need to create a story, or even have micro-stories attached. Create a story centered around your brand values and goals to instill trust with consumers. People want to connect with the story behind the product.”

From Rosie Mattio, Founder MATTIO Communications:

“Within marketing, there are two branches. One is a brand’s outward communication to consumers and community; this is vital. But there is also internal communication to employees, cannabis operators, and ancillary service providers. Both matter.”

Mattio continued {that a} “brand must also realize the importance of earned media in the space. Paid media is dead. I work with clients to tell their story and experiences. You can use data to tell story, but people need to hear the story and not just figures.”

From Jared Mirsky, Founder Wick & Mortar:

“Beyond photography, create micro reviews on social media to organically grow. Get creative of how you develop brands through yourcontent. The possibilities are endless.”

Mirsky expanded on this concept of growing your model: “It starts with core of who you are and the values of your brand. As a brand, it’s a promise you make to your customers. A logo and a name are only identity. Not values.”

From Valda Coryat, CMO, Trulieve:

“Although an organic online presence helps your brand, don’t use Facebook platform because it is pay-to-play, We are navigating more fields. 

Coryat explains further: “With cannabis, you can’t use the benefits of products, so to market, we must educate consumers. Educate through the company website and digital tools. For compliance, these can provide information only —no prices, no ingredients. However, this education process occurs throughout: ahead of time through media, during the transaction at the store, and afterwards when at home.”

“Trulieve employees are part of the community in which they live. Therefore, they are representative of that community. That alone serves to tell part of your brand story. We tell employees to bring their whole self to Trulieve. They are representative of not only themselves, but also the larger community in which they work and live.”


From Rosie Mattio:

  • Don’t pitch to media only when you have something that’s new. Rather, build relationships.”

From Jared Mirsky:

  • “Use the employees, turn your budtenders into fans of the brand and again, you have organic growth.”

From Valda Coryat:

  • “Community and education need to be priorities, as well as Nonprofit work.”
  • “When it comes to community based businesses, including physicians, marketing— local community Grassroots efforts are at the heart of Trulieve. The ‘human element’ really comes through and comes across to our consumers.”


Concerning hashish, CBD, or hemp, organically generated earned media, akin to editorial content material, and model training, are the place your advertising and marketing and branding consideration must focus. 

  • Be authentic in your content material, type, and tone for every platform.
  • Tell a narrative centered round your core values. 
  • Authenticity is the whole lot.
  • Organic development needs to be precedence. 


  • “Realizing potentcy is not the main driver.” – Mirsky
  • Consistency
  • “Providing a safe, comfortable place for consumption” —Mattio



Organizer: Cannabis LAB

The Future of Canna Branding, Marketing and Events

These are thrilling instances within the hashish business. We respect you tuning into us and taking part in our occasions. Years in the past we started by educating attorneys with persevering with education schemes concerning the rising apply space of hashish legislation. Back then educating attorneys is all we did. When we started with hashish legislation applications we seen for the primary time that enterprise professionals of every type had been displaying up and keen to attach with their friends and study extra. So we determined to maneuver ahead with a convention and that offered out like most of our hashish legislation applications did.

Based on the success of our convention, a transparent demand available in the market to attach the very best and brightest within the business, to offer excessive stage training and to maneuver the business ahead we created knowledgeable companies group for the hashish business known as The Cannabis LAB.

The LAB stands for legislation, accounting and enterprise. As you may have seen with the emergence of organizations throughout the hashish business a number of niches are being stuffed.

We are specializing in our true viewers, the skilled companies sector together with: enterprise homeowners, buyers, entrepreneurs, monetary companies, accounting, legislation, insurance coverage, advertising and marketing and the like. We prefer to say we’re infusing professionalism into the hashish business. It is obvious that because the business transitions it’s the folks that already function within the company or enterprise area that can turn out to be its leaders. 

If you’re dedicated to the hashish business, if you wish to know who you want to know to be a useful resource to your shoppers and your individual enterprise, if you wish to proceed to study then we created Cannabis LAB for you. Welcome. We invite you to develop wholesome, develop rich and develop smarter.

© 2020


¹ If Your Brand Didn’t Matter Before COVID-19, It Sure Does Now

² Key Branding Terms | Branding glossary | Vistaprint

³ The Ultimate Dictionary of Marketing Terms You Should Know

99 Marketing And Sales Terms Everyone Should Know

2019 Cannabis Branding and Packaging Trends – CODO Design 

Selling Legal Weed: How Branding, Websites, & Marketing are Everything in This Game (2019)

Cannabis branding: 42 chronic weed logos and marijuana packaging ideas

Wick & Mortar: Award Winning Cannabis Branding Agency

⁹ Cannabis Branding Is Proving To Be Worthless — So What Can You Do To Sell Your Weed? 3 New studies show marijuana branding is a myth, so what can you do to sell your brand?

¹⁰ Cannabiz Trend Report: The Evolution of Marijuana Branding in 2020

¹¹ How Cannabis Companies Can Use Experiential Marketing to Build a Brand

¹² Build Customer Trust: Cannabis Branding and Marketing Explained

¹³ The Growing Importance of Branding for Cannabis Businesses (2019)

¹⁴ The Best Cannabis Marketing Agencies of 2020

¹⁵  The 6 Steps to Bringing a Cannabis Brand to Market

¹⁶ 4 Effective Ways to Build a Standout Cannabis Brand


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