Any brand entering the cannabis market can tell you how tricky it can be to build brand awareness with such heavy regulation and compliance. Today I’m talking to Carol Levine, CEO and Co-Founder, energi PR and a respected thought leader and contributor to the Canadian and global PR industry about how PR can be a valuable asset for brands trying to build trust and audience. energi PR are pioneers in Canada’s nascent cannabis industry so
Carol has a lot of great insight into the challenges and opportunities for brands and marketers in the wild west of the cannabis world. Will cannabis compliance be more aligned with pharmaceutical regulation or alcohol & tobacco? Carol and I also talk about the major concerns consumers have about over-consumption and how there is a great need for education more than branding or marketing when it comes to winning the trust of new consumers.
And speaking of new consumers - has legalization really introduced a large number of new consumers to the market? Would you be comfortable saying you identify as a ‘cannabis user’ if you only take CBD Oil? Or would the existing stigma around cannabis prevent you from proudly stating your position? Carol gives some great advice for brands on how they can talk to media and how they can use PR as an effective long-term strategy to build their brands.
Tune in to find out what Carol has to say and learn how PR is an important discipline for brands in this new territory.