AdAge takes a look at the rapidly changing cannabis industry but notes the absence of big players in the advertising industry stepping in:
Larger agencies appear to be sitting on the sidelines as the industry struggles to overcome hurdles including a lack of standardization, a cold shoulder from banks, and illegality in the eyes of the federal government.
The article profiles some creative efforts from smaller firms, including Andy Fraser’s Oregon-based Sockeye and Zac Cohen’s Denver-based Blank Space Media. It also discusses the efforts of cannabis companies Golden Leaf Holdings, Wana Brands and Good Chemistry.
Good Chemistry is among the most advanced of its peers when it comes to investment in overall brand strategy, having completed an all-encompassing branding project begun in late 2014 involving visual language, brand architecture, packaging and retail store design with tech and design consultancy Duffy.
Joseph Duffy, Executive VP-design, discusses the Minneapolis-based firm’s initial reluctance to work in the industry.
Read Kate Kaye’s “The Rebranding of Reefer: Savvy Startups Work to Class Up Cannabis and Fight the Stoner Stigma”: http://adage.com/article/cmo-strategy/rebranding-refer-savvy-startups-class-cannabis/302107/