Investorideas.com, a leading investor news resource covering hemp and cannabis stocks releases a snapshot looking at how, as the cannabis sector matures there is a parallel shift towards brand recognition through acquisitions, marketing partnerships with other well-known brands, or celebrities endorsements to gain market dominance.
Cannabis One Holdings Inc. (CNSX:CBIS.CN), an emerging, premier “House of Brands” in North America, is also focusing on brand partnerships, having just announced that it has executed a definitive asset purchase agreement to acquire certain assets of Washington-based Honu Enterprises Inc., an award-winning cannabis-infused products brand. The wide variety of Honu-branded products have been consistent favourites among consumers and are top performers in cannabis industry competitions – Honu was declared Best Edibles Company at the 2016 Dope Industry Awards and won the category of Best Sweet Edible in Washington State for its “Coconut Snowball” edible at the 2016 Dope Cup. Additionally, a 2016 Marijuana Business Association poll ranked Honu, known for its distinctive styling and signature turtle logo, with the honour of Best Cannabis Brand Design. Honu-branded products include industry-leading concentrates, a range of popular edible products, and traditional cannabis dried flower, along with the Honu Naturals line of cannabis-infused topicals, which boast a variety of infused creams, lotions, massage oils, bath products, and lip balms.
Jeffery Mascio, CEO of Cannabis One, stated, “Following on our recent announcement to acquire the ‘Fat Face Farms’ brand, CBIS believes the addition of the ‘Honu’ brand family to our growing catalogue of IP further validates Cannabis One’s stated strategy of securing ‘Best-of-Breed’ brands.” Mr. Mascio continued, “We anticipate that the market popularity and positive reception of the Honu brand will provide yet another catalyst for Cannabis One, opening the door for us to explore new manufacturing partnerships – with opportunities for the expansion of our own manufacturing infrastructure – into new, state-legal markets.”
Canopy Growth Corporation (TSX:WEED.TO) (NYSE:CGC), who has already partnered with celebrity brand makers Snoop Dogg and Martha Stewart, recently welcomed Houseplant, a new brand of Canadian cannabis to the Canopy Growth family. Founded by Seth Rogen and Evan Goldberg, Houseplant represents years of product expertise and an unmatched attention to detail within each carefully selected and grown strain.
Canopy Growth has worked closely with Houseplant for almost two years and the entire Canopy Growth team is deeply impressed by their understanding of the cannabis consumer, attention to detail, and hands-on approach to this new partnership. “We could not be more excited to partner with Seth, Evan and the entire Houseplant team. Together we will make Houseplant a cannabis brand synonymous with quality everywhere it is available,” said Mark Zekulin, President and Co-CEO of Canopy Growth.
1933 Industries Inc. (CNSX:TGIF.CN) (OTC:TGIFF) is looking to partner its own unique brands with outside industry brands, having recently announced a licensing agreement between House of Hawk, LLC and the Company’s subsidiary, Infused MFG, LLC for the launch of several co-branded CBD wellness products for a two-year term in North America.
Chris Rebentisch, USA COO and Founder of Infused stated, “It’s truly an honor to be working with Tony Hawk’s Birdhouse Skateboards(TM) brand and their incredible organization. Birdhouse team members Clive Dixon, Ben Raybourn, David Loy and Clint Walker will help support the new partnership via social media. The opportunity of offering our sports recovery products under a partnership with Hawk’s brand Birdhouse adds credence to our brand. Tony is an internationally recognized action sports figure and responsible for fuelling the growth of skateboarding as a professional sport.” Mr. Rebentisch added, “Infused recognizes that the action sports vertical is an underserved market. Our mission is to offer the best of breed recovery products in the market today and we look forward to working with Birdhouse in this endeavor.”
SOL Global Investments Corp. (CNSX:SOL.CN) (OTC:SOLCF) may be looking at future brand potential having announced it has increased its investment in premium soda-maker Jones Soda Co.
SOL Global believes there are numerous operational and strategic opportunities to maximize shareholder value in Jones Soda and will review its investment in Jones Soda on a continuing basis and reserves the right to take any action with respect to its investment it deems appropriate, including, but not limited to, purchasing additional common shares of Jones Soda, selling some or all of the common shares that SOL Global holds, or otherwise modifying its investment strategy with regard to Jones Soda.
We have yet to see a brand emerge with the consumer recognition of a Coke, Nike or Budweiser, but that doesn’t mean we won’t soon. The companies that are paying attention to this early and focusing on establishing a well-known public brand now may be able to push themselves out in front of their competitors. But being the first brand out in front is not without its risks because it’s the public who will decide which brands win.
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