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The Audacious Rebranding of the Marijuana Industry

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Submitted by Marijuana News on Thu, 07/23/2015 - 22:08

Entrepreneurs are trying to boost sales by steering pot toward the Whole Foods crowd.

Upon entering Dixie Elixirs's headquarters in Denver, you're greeted by a big sign that reads: "The Future of Cannabis." Since its 2009 founding, Dixie has updated its image from a "pot soda" company to a gourmet THC edibles manufacturer whose carbonated drinks and snacks, containing ingredients like pepita and sea salt, look like they could be found on a shelf at Whole Foods. 

It's just one example of how marijuana businesses are rebranding the plant to distance pot from its hippie-stoner-outlaw culture and show off its appeal to a health-conscious, kale chip-eating crowd.

In April, during High Times's Cannabis Cup in Denver, Pete Williams, co-founder ofcultivation center and dispensary Medicine Man, said the companies that will ultimately find success are those that develop a branding strategy that appeals to the mass market.

"The game is about demographics, he said. "We need to make cannabis less looking-over-your-shoulder and...

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http://www.inc.com/will-yakowicz/rebranding-cannabis-after-legalization-stone-culture-yields-to-health-and-wellness.html

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