About the Book
"For legacy players that are looking to rebuild their current brand, the insights contained within this book can serves as a new map to help guide their way as they continue on in the cannabis landscape." - Brian Wasolich, Co-founder Leafly.com The United States cannabis industry is currently estimated to be a $55 billion market. Everyone, it seems, wants a piece of it. Celebrities like Mike Tyson, Jim Belushi and 2 Chainz have established cannabis brands alongside legacy names like Tommy Chong and the Marley family. But what makes a cannabis brand successful? What techniques are companies using to brand and market their products? What market segments have been established? Is prohibition in non-legal states limiting or fueling the demand? Never before has a book been compiled on cannabis brands and the consumers they appeal to. In Branding Bud, David Paleschuck digs deep into this still-evolving industry to explore what small players and major conglomerates alike, are doing to bring their products to the forefront of consumer awareness. The results may surprise you. Branding Bud breaks stereotypes and sheds light on how an underground commodity is evolving into a range of national brands, each with their own unique identity. The book is a must-read for entrepreneurs, investors, marketers, designers and anyone interested in the rapidly evolving cannabis industry.--David Paleschuck
About the Author :
With over twenty years of brand-building and consumer marketing experience at American Express, MasterCard, PepsiCo and Microsoft - and over seven years in the legal cannabis industry as VP, Licensing & Brand Partnerships at Dope Magazine; and most recently as Chief Brand Officer at Evergreen Herbal - Paleschuck has played a part in creating many of today's well-known cannabis brands. His writings on cannabis trends, branding and packaging have been featured in The Cannabis Industry Journal, New Cannabis Ventures, Dope Magazine, High Times, PROHBTD, among others. His work has been noted and quoted in Forbes, Kiplingers, The Brookings Institution as well as interviewed with Wharton School Of Business Entrepreneur Radio; CannabisRadio; among others. As Founder of New Leaf Licensing, he consults within the legal cannabis industry on brand licensing; and focuses on branding, positioning and marketing as the Chief Brand Architect of The Matters Group.
Review :
"The first book of its kind to offer solid best practices in branding and marketing to an industry in dire need of them.... A fascinating overview of an estimated multibillion-dollar sector whose long and complicated history dates back to when forefathers George Washington and Thomas Jefferson grew hemp."
--Iris Dorbian, Forbes.com
"This book provides an indispensable perspective for entrepreneurs, brand creators, and marketers as they get ready to establish themselves in this very promising industry."
--Brian Wansolich, Co-Founder, Leafly.com & Headset.io
"Few people could have written the first book on cannabis branding. David's experience in consumer product goods, lifestyle marketing, and cannabis culture allows him to view this new and exciting industry in ways that many others can't. Great insights and a great read."
--Michael Blatter, Founder, Mirrorball
"Impeccable timing combined with solid research adds up to a comprehensive overview of legal cannabis brands and their assets. Get the book now!"
--Trek Manzoni, Co-Founder, Dope Magazine
"This book is smart and informative! It provides consumer insights and a solid branding perspective that will, no doubt, have a huge impact on the way the cannabis industry is seen and sees itself."
--Jared Mirsky, Founder, Wick & Mortar
"This book breaks stereotypes and answers many of the questions surrounding cannabis today. A must-read for entrepreneurs, investors, marketers, designers, and anyone else interested in the exciting and evolving world of cannabis legalization."
--Eric Layland, Founder, The Matters Group
"From a seasoned lifestyle marketer and branding expert who helped bring to life campaigns such as MasterCard's 'Priceless' and Pepsi's 'Do the DEW' comes a book on cannabis branding. David has one of the canniest minds in branding and has digested what would take years for even the most expert of 'cannasseurs' to understand and clearly layout. Critically reviewing legal cannabis brands and their packaging, including flower, oil, topicals, edibles, and even transdermal patches, this book covers lots of territory. Whether you are pro- or anti-cannabis, this book is eye-opening, enlightening, and informative enough to change your perceptions about cannabis."
--Tobias Coughlin-Bogue, Staff Writer, The Stranger
"An easy read and jam-packed full of great advice for the cannabis pro or even a beginner.... The book makes me want to delve more deeply into each of these featured brands because they represent excellence in marketing cannabis as more than just an art form.... This one is a keeper."
--Warren Bobrow, author of Cannabis Cocktails, Mocktails, & Tonics, in Skunk Magazine
"It's always a treat to dive into a book that leaves you feeling as though you could go out and make money by leveraging what you just learned. Branding Bud does exactly that by empowering you with the knowledge to go out and get your cut in the modern marijuana market.... An excellent guide for anyone looking to make their way in the cannabis industry today."
--Noemi Gonzales, The Green Market Report
"I've spent my career focused on the plant. But as legalization becomes reality, it's time to start paying attention to cannabis brands and their promises--like we do with the other products we consume. David's done a great job making sense of a very complicated subject. Branding Bud is a must-read."
--Ed Rosenthal, author of Cannabis Grower's Handbook
