How Heritage Brands Can Expand Their Reach
In the old days, reputation was everything in the world of cannabis. Without the benefit of government regulation, internet searches, or scientific research, trust played an outsized role in the process. These days, fortunately, such leaps of faith no longer are required thanks to the advent of state-legal markets. Today, many brands understandably have staked their claim to a piece of the market through roots based on heritage and culture. From formerly underground empires gone legit to those whose claims to plant medicine extend back thousands of years, the instinct to make your brand stand out is wise in a marketplace seemingly always flush with fresh competition. Beyond the obvious benefits of showcasing a proven track record in a crowded field, the specifics of a brand’s ties to culture and heritage also offer a direct bridge to connecting with customers and belief systems. Be it the seasoned expertise of a veteran green thumb now cultivating for the masses or a brand built ar...