Branding Bud: The Commercialization of Cannabis
Intro -- Half Title Page -- Title Page -- Copyright -- Dedication -- Contents -- FOREWORD AN INNOVATOR'S PERSPECTIVE ON CANNABIS -- INTRODUCTION OVERVIEW, PURPOSE AND OBJECTIVES -- CHAPTER ONE FROM DIME BAGS TO DOSED PORTIONS -- CHAPTER TWO A CANNABIS PRIMER -- THC is the Primary Psychotropic Ingredient -- Cannabis Strains: Indica vs. Sativa -- CBD: A Key Ingredient in Cannabis -- Terpenes: What They Are and What They Do -- The Entourage Effect: Chemical Teamwork -- CHAPTER THREE A BRIEF U.S. CANNABIS HISTORY -- History at Odds -- Federal Approaches to Alcohol and Drug Prohibition -- When Truth Battles Perception -- The Marijuana Tax Act of 1937 and Beyond -- CHAPTER FOUR THE CREATION OF CANNABIS STEREOTYPES -- Cannabis in Counterculture and the Anti-Establishment -- From Presidents to Pop Culture -- Where the Rubber Hits the Road -- CHAPTER FIVE THE REAL CANNABIS CONSUMER -- Consumer Segments Emerge -- What Drives the Consumer Segments? -- CHAPTER SIX DEVELOPING CANNABIS BRANDS -- A Brief Overview of Branding -- Branding and Brand Identity -- Branding Strategies -- What Should a Cannabis Brand Stand For? -- What Does This Mean for Cannabis Brands? -- CHAPTER SEVEN CANNABIS COMMERCIALIZATION -- Means of Ingestion and Form Factor -- A Look at Current Legal Cannabis Brands -- Cannabis Flower -- Cannabis Concentrates, Oils and Extracts -- Cannabis Topicals -- Cannabis Edibles -- Cannabis Beverages -- Cannabis Tinctures and Capsules -- Innovative Cannabis Products -- CHAPTER EIGHT CANNABIS BRANDS: A CRITICAL REVIEW -- What Makes a Cannabis Brand Successful? -- The Evolution of a Cannabis Brand -- Brand Differentiators and Critical Characteristics -- The 14 Cannabis Brand Archetypes -- CHAPTER NINE TAKING CUES FROM OTHER INDUSTRIES -- Best Practices and Pertinent Processes -- Creative Compliance -- It's Not Easy Being Green.