Committee Insights | 7.20.21 | Subculture to Pop Culture: Creating Culturally Relevant Cannabis Brands

In this edition of our NCIA Committee Insights series originally aired on Tuesday, July 20, 2021 we were joined by members of our Marketing & Advertising Committee for a discussion on the importance of creating, cultivating & maintaining cultural relevancy for your cannabis (or CBD) brand. Stick around for the entire conversation as the panel dives deep into specific tools, metrics and methods for both research & analysis of your campaigns during the Q&A segment to close out the program.

Presentation Slide Deck:

As the industry transitions from margins to mainstream, cannabis brands reach wider audiences. With that comes the need to navigate an increasingly complex media landscape to capture consumer attention. Learn how to make your brand more valuable to consumers by understanding their passions, engaging with fans, sharing in cultural events, and participating in social conversations.

Learning Objectives

• Learn what it takes to become a culturally relevant brand through real brand examples presented by the industry marketing experts who built them.

• Understand the risks and rewards of joining cultural conversations and specific considerations for cannabis and CBD brands.


Dana Mason, Brand Director at Cresco Labs

Alexis Mora, Head of Marketing at Harborside

Tara Rozalowsky, VP, Beverages & Edibles at Canopy Growth Corporation

Allison Disney, Partner, Business Strategy, Receptor Brands

Member Blog: Cannabis Legalization in Mexico

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NCIA is leading the cannabis industry's unified and coordinated campaign to ensure our business sector is treated fairly and has the opportunity to reach its full potential. Now - more than ever - is the time to invest in your business and the future of the industry by becoming a member.

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