In my opinion cannabis companies only "brand" because it is the legal loophole around advertising. They know there are all sort of restrictions surrounding advertising...and this is even present in Canada where it is federally legal...so they push a "branding" because it is the next best, and more importantly, legal method. Like lazur said, branding is challenging because it is seed to sale in each state. However, as we are starting to see the way around this loophole is to license the brand in other states, where you dont have a presence but want to get the name out. It just shows you that, there are restrictions surrounding things, but there are also creative solutions. What the industry...and especially vertically integrated businesses...need to watch out for is with money comes lawsuits. Look at the recent news with Chicago's Mars Wrigley suing a California based CBD company for trademark infringement over ZkittleZ. This same thing was an issue with "Girl Scout Cookies"...now only called Cookies and I am sure will soon be an issue with Runtz, Starburst, Lifesavers, etc. The annoying thing is the arguments Wrigleys (and probably all future lawsuits) used is " to protect children from mistakenly ingesting illegal products".
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