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It’s the cannabinoid calm before the storm. Cannabis industry observers feel we’re on the threshold of what could be a branding battle. “There will eventually be a power struggle between retail brands, product brands and device brands,” says Tim Calkins, clinical professor of marketing at Kellogg School of Management at Northwestern University. “Dispensaries would presumably like to capture all the margin and focus on selling their proprietary brands, much as Trader Joe’s sells its own brands. “Other companies will strive to sell their brands through multiple retailers, and take a large part of the margin, just as Kraft Heinz sells Miracle Whip and Heinz ketchup to many different retailers. “Still other firms will try to establish prominence with a device, as Keurig does in coffee.” The Evolution Of Cannabis Brands From Calkins’ perspective, the brand and the bud may find themselves inextricably linked. The Cannabis Branding Battle Ahead

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