Alcohol vs. Cannabis MarketingEdit Post
Contributed by on Aug 20, 2018
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Seth Godin on the Differences Between the Two
I have followed Seth Godin for many years and have found him to be among the most insightful marketers I know. Here’s a bit about him — he’s an author (18 bestselling books), an entrepreneur (founded two companies, one of which was sold to Yahoo), a speaker/teacher, and a member of both the Direct Marketing Hall of Fame and the Marketing Hall of Fame (probably the only person to be in both). Above all, his views and ideas on effective marketing have inspired, motivated, and changed people and ways of looking at things.
One of his blog posts last week dealt with the differences between marijuana and alcohol marketing. Considering the close scrutiny of the pot business by the booze industry, I asked and received his permission to share most of his blog post with you.
Let’s look at Seth’s views followed by my comments.
(By the way, as I write this, it was just announced that Constellation Brands has increased its investment in a Canadian cannabis company by $4 billion.)
US prohibition ended in 1933. After that, there was a gold rush that led to the creation of dozens of billion dollar brands.
80 years later, the prohibition against pot is ending in various places throughout North America and then, probably, worldwide.
The question some professional marketers are asking is: Will there be worldwide profitable brands for pot that are similar to Bacardi, Johnnie Walker and Smirnoff for alcohol?
Both industries are regulated. Both have products that are sold in specialty stores. Both use non-proprietary manufacturing techniques.
Here’s the big difference:
When alcohol marketing became legal, it coincided with the glory …