How does your business approach marketing and branding? This week, we explored some unique ways that cannabis businesses are connecting with consumers. First, we spoke with former Bell's Brewing Marketing Manager Allison Hornev about her new chief marketing manager role with Michigan's Common Citizen and why the story behind a brand is incredibly important. Then, we asked Colorado-based Green Dot Labs and Lightshade to share how cultivators' breeding programs can help differentiate brands in the industry as competition continues to ramp up. One thing both stories revealed: the cannabis industry has a lot to learn from the craft brewing industry when it comes to effective branding strategies.

-Melissa Schiller, Senior Digital Editor