Oaksterdam University recently caught up with Author David Paleschuck about his book, Branding Bud: The Commercialization of Cannabis. David is a branding expert, consultant, and OU alumni.
David spoke to OU Communication Specialist Wensdy Von Buskirk about his background in branding America’s largest corporations, and how he turned to Oaksterdam to transition his knowledge to the cannabis industry.
In the video interview, David also touched on his “14 Cannabis Brand Archetypes.”
According to David, brand archetypes categorize universal patterns we intuitively know, helping us to quickly understand a brand’s point of view. They serve as a shortcut, helping potential customers understand a brand instantly.
If you’re developing a cannabis brand, you can use David’s archetypes to define your identity, refine your message, and speak directly to your target customers. Here’s a brief look at the archetypes, which may overlap in any given brand:
14 Cannabis Brand Archetypes
- Counter Culture: Appeals to “rebel consumers”
- Nostalgic: Plays on fond memories of younger days
- Novelty: Keeps a pulse on what’s new and now
- Foodie: Relates to food culture
- Regional: Celebrates a particular geographic area
- Health & Wellness: Puts customers’ well-being first
- Celebrity: Leverages fame for promotional purposes
- Prohibition: Ties cannabis to alcohol prohibition
- Art & Design: Levarages artists to create unique packaging
- Gender: Focuses on female or LGBTQ consumers
- Value: Uses budget price-points to reel in business
- Cultivator: Stresses cultivars, genetics, terpenes and cannabinoids
- Luxury: Covets high price, quality, beauty, and rarity
- Charity & Social Justice: Connects with a cause
Resources:
Check out David Paleschuck’s book to find out more about how his 14 Cannabis Brand Archetypes can work for you.
Oaksterdam University covers branding and marketing in our Business of Cannabis Course, which prepares students to launch a career, startup a canna-business, or serve the industry from ancillary fields like marketing, legal and real estate. Find out more about our program here.
To view David Paleschuck’s entire video interview with Oaksterdam Communication Specialist Wensdy Von Buskirk, click below.
