Building a U.S. THC Brand, One State at a Time

October 11, 2020

In the CBD industry, products can at least sell across state lines, so becoming the “Oreo” or “Tylenol” of CBD is within reach for the most successful players. But for companies pitching products that contain THC, the psychoactive ingredient in marijuana, brand-building gets tricker. Because regulations vary by state, crucial brand-building elements like formatting and packaging can be different everywhere you sell.

Columbia Care Inc., a specialist in medical cannabis that has dispensaries across multiple states, ran into those issues as it prepared last week’s launch of “Seed & Strain,” which it’s pitching as a “national lifestyle brand” to appeal to recreational users. Chief Growth Officer Jesse Channon said in an interview that the company is aiming for a consistent flavor and experience that will give the name cachet among connoisseurs.