To succeed in an increasingly competitive environment, cannabis executives need to diff erentiate their businesses from others, and that requires a winning branding strategy. But branding that worked a decade ago might not work in today's cannabis climate. Executives should be mindful that: * In tough economic times, businesses should emphasize value. They also should understand that value goes beyond price and includes quality, experience and other attributes. * Company leaders need to ask and answer questions about their business' mission and values to crat messages that convey the brand eff ectively and authentically. * Creating a branding and visual guide ensures executives and employees stay on the same page. * Cannabis businesses have more platforms for advertising than in past years, including podcasts and streaming radio, while marketing regulations off er increasing clarity. * Companies are more likely to diff erentiate themselves from rivals if they focus on presenting a " single-minded " message rather than one with too many points. 34 August 2022 | MJBizMagazine