kBrand Positioning: Why Niche Cannabis Brands are Poised for Success

If you want to succeed as a brand, it’s important to be honest — even if it’s painful — about how people perceive your brand. Your brand positioning is an articulation of what differentiates you in the marketplace, and how you are different from your competitors.

Marijuana businesses are now focused on making their brands seem distinct from one another, but still inviting to the general public. LivWell Enlightened Health, one of Colorado’s largest dispensary chains, publishes ads featuring some of the diligent-looking farmers and scientists it employs, to communicate professionalism and trustworthiness.

Due to the legal complications surrounding marijuana — i.e., it’s illegal at the federal level, but at the state level it can be decriminalized, legal for medicinal use, and/or legal for recreational use — questions about what’s legal and what’s not in the world of marijuana marketing pop up all the time.

As Melanie Rose Rodgers, a Managing Partner at the Denver, Colorado-based marijuana marketing agency Cannabrand told me, “One major challenge our clients face is all the red tape that exists due to marijuana’s federally illegal Schedule I status.”

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