Insights, CMOLabPOSTED December 19, 2019

The Pivot: Canopy Growth

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Andrew Rusk HS

In this episode of The Pivot, we chat with Andrew Rusk, head of marketing, digital and communications at Canopy Growth.

Canada’s cannabis sector has been fascinating to watch over the last 13 months as a fully legal and regulated sector. From the peak investor highs to the on again and off again rollout of the retail play, particularly in Ontario, to the release of edibles, beverages and topicals. It’s certainly not been boring.

What often gets lost in all the market prognostications, regulatory laments, and the way in which retail opportunities are being allocated, is the manner in which marketers in the space are handling brand building and brand reputation in an entirely new industry. Some are even questioning the wisdom of putting a priority on brand building given the other growing pains of access, pricing, consumer education, and de-stigmatizing cannabis to name a few.

Tune in as Andrew and Ken discuss what’s next for the cannabis sector in Canada, delving into product innovation, strategic partnerships and the continued de-stigmatization and education that the sector continues to face.

Have a listen to the latest episode of The Pivot here:

Hear from other Canadian senior marketers on The Pivot, talking about our CMO Lab research and how they, like you, are adapting.

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