Gullickson says the novelty of cannabis attracts media attention. However, her two decades working in media have taught her that brands with a compelling story about why they’re different are likely more successful than those which don’t.

In no uncertain terms, Gullickson explained her strong support for researching, discussing, and testing different options before settling on a mission statement. “It’s your backbone about what differentiates your brand from others,” she said.

Read the full Article on Expert Advice on Branding here!