How to build a distinctive cannabis brand and business
Most companies don’t want to be in the business of selling a commodity. By definition, a commodity is an item that is indistinguishable from others of its type, and all units are usually sold at or near the same price. Gasoline is one example of a commodity.
Yet even though most gasoline will do essentially the same thing (fuel your car), companies like Chevron, Shell, Exxon Mobile and others, will spend hundreds of millions to convince you to buy from them, even though you can get basically an equal product across the street from their competitor.
In today’s economy, many items are now considered a commodity. Why purchase a pair of Nikes from Zappos when the same item can probably be purchased elsewhere at a lower cost?
The answer is, “The promise of quality.” When you purchase gasoline at Shell or Exxon Mobile, you know you are getting a quality...
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