| Description |
1 online resource (xvi, 203 pages) : color illustrations |
| Physical Medium |
polychrome |
| Description |
text file |
| Bibliography |
Includes bibliographical references. |
| Contents |
Intro -- Half Title Page -- Title Page -- Copyright -- Dedication -- Contents -- FOREWORD AN INNOVATOR'S PERSPECTIVE ON CANNABIS -- INTRODUCTION OVERVIEW, PURPOSE AND OBJECTIVES -- CHAPTER ONE FROM DIME BAGS TO DOSED PORTIONS -- CHAPTER TWO A CANNABIS PRIMER -- THC is the Primary Psychotropic Ingredient -- Cannabis Strains: Indica vs. Sativa -- CBD: A Key Ingredient in Cannabis -- Terpenes: What They Are and What They Do -- The Entourage Effect: Chemical Teamwork -- CHAPTER THREE A BRIEF U.S. CANNABIS HISTORY -- History at Odds -- Federal Approaches to Alcohol and Drug Prohibition -- When Truth Battles Perception -- The Marijuana Tax Act of 1937 and Beyond -- CHAPTER FOUR THE CREATION OF CANNABIS STEREOTYPES -- Cannabis in Counterculture and the Anti-Establishment -- From Presidents to Pop Culture -- Where the Rubber Hits the Road -- CHAPTER FIVE THE REAL CANNABIS CONSUMER -- Consumer Segments Emerge -- What Drives the Consumer Segments? -- CHAPTER SIX DEVELOPING CANNABIS BRANDS -- A Brief Overview of Branding -- Branding and Brand Identity -- Branding Strategies -- What Should a Cannabis Brand Stand For? -- What Does This Mean for Cannabis Brands? --CHAPTER SEVEN CANNABIS COMMERCIALIZATION -- Means of Ingestion and Form Factor -- A Look at Current Legal Cannabis Brands -- Cannabis Flower -- Cannabis Concentrates, Oils and Extracts -- Cannabis Topicals -- Cannabis Edibles -- Cannabis Beverages -- Cannabis Tinctures and Capsules -- Innovative Cannabis Products -- CHAPTER EIGHT CANNABIS BRANDS: A CRITICAL REVIEW -- What Makes a Cannabis Brand Successful? -- The Evolution of a Cannabis Brand -- Brand Differentiators and Critical Characteristics -- The 14 Cannabis Brand Archetypes -- CHAPTER NINE TAKING CUES FROM OTHER INDUSTRIES --Best Practices and Pertinent Processes -- Creative Compliance -- It's Not Easy Being Green -- CHAPTER TEN THE FUTURE OF CANNABIS -- A Mid-Pandemic Forecast -- ACKNOWLEDGEMENTS -- REFERENCES. |
| Summary |
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 Bud: 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. |
| Access |
Concurrent user level: 1 user |
| Subject |
Marijuana industry.
|
|
Marijuana industry. |
|
Marijuana -- Marketing.
|
|
Marijuana. |
|
Marketing. |
|
Cannabis -- Utilization.
|
|
Cannabis. |
|
Cannabis -- Social aspects.
|
|
Cannabis -- Social aspects. |
|
Cannabis -- Economic aspects.
|
|
Cannabis -- Recreational use.
|
|
Recreational use. |
| Genre/Form |
Electronic books.
|
| Other Form: |
Print version: Paleschuck, David A. Branding bud. Piedmont, CA : Quick American Publishing, 2020 1936807513 (DLC) 2021930834 (OCoLC)1152850302 |
| ISBN |
9781936807529 (electronic book) |
|
1936807521 (electronic book) |
|
1936807513 |
|
9781936807512 |
|
