The Cannabrander: Canopy Case Study: The Branding Advantage of Thought Leadership

The Cannabrander: Canopy Case Study

By Ben Weinberg CanopyBoulder is a seed-stage business accelerator, operated under the Canopy parasol in Boulder, Colorado, where it focuses on the legal cannabis space.  It provides capital, a 16-week mentor-driven boot camp, and critical industry knowledge in return for a 6-9.5 percent equity stake in each hand-picked member of every incoming class.  After a three-month Read the full article…

The Cannabrander: CBD + Co. A First Product Case Study

CBD + Co. A brand study

By Ben Weinberg  CBD + Co. produces pharmaceutical grade cannabidiol (CBD) in a well-equipped laboratory northeast of Boulder, Colorado.  “Our chief innovation is a water-soluble isolate that can be ingested sublingually,” relates Founder Stephen Bernard, a mechanical engineer who has spent more than a decade in the cannabis industry.  This means it continues to release Read the full article…

The Cannabrander: Marketing Vs. Branding

Ben  Weinberg writes about cannabis and marketing for MJNewsNetwork.com

By Ben Weinberg “Build it and they will come,” may sound great as an incorporeal whisper from the far depths of an Iowa corn field, but as a strategy it lacks any obvious utility. You may indeed have built a better mousetrap but, in the absence of any clear branding, how will your potential customers Read the full article…