Max Gardner: Changing Marijuana Perception at the Brand Level
International branding agency Siegel+Gale on the need for marijuana to transcend its brand mis-identity
As we push ever forward into the 21st century, so too do progressive notions around certain lifestyle choices, specifically the topics of drugs and drug use. One of the major cultural shifts of the 20th century drummed up a conflict that has raged some 60-plus years: the War on Drugs. Around that same time, Americans were living in the golden age of advertising and the rise of “the brand” market as we know it, where it influenced habits of conspicuous consumption. A perfect storm of great potential, speculative energy, and massive change if there ever was one.