Strain Naming Dilemma: The Battle for Cannabis Branding

In the ever-evolving cannabis industry, naming strains has become a complex challenge, rife with legal battles and rebranding efforts. From copyright concerns to patent disputes, traditional strain names are facing extinction in the push to establish a more sophisticated and consumer-friendly cannabis market.

The renaming game is not merely a linguistic makeover but a strategic move to navigate legal intricacies. Industry leaders, such as Aphria and Avitas Agriculture, are opting for new monikers, shedding names like Green Crack and Agent Orange to appeal to a broader consumer base and avoid negative associations.

Tomasz Borowicz, Chief Branding Officer at Indiva, highlights the growing legal issues around intellectual property, forcing producers to rename strains to safeguard their existence. Ongoing patent battles add pressure, prompting emerging players to swiftly claim intellectual ownership before potential disputes arise.

Copyright infringement is another hurdle, exemplified by cases like the renaming of the Ewok strain to Alien Walker and Skywalker OG to Mazar x Blueberry OG. Instances such as these serve as cautionary tales for producers, emphasizing the need for originality in strain names.

The famed Gorilla Glue strain faced a costly dispute as its adhesive counterpart objected to the shared name. Claire Kaufmann, Wholesale Marketing Manager for Groundworks Industries, stresses the importance of consumer familiarity in destigmatizing cannabis. However, the challenge lies in discerning what makes consumers comfortable and engaged with a particular strain.

Producers like CannTrust are experimenting with creative strain names like “Walk the Dog” and “Flix n Chill” to evoke images of the recreational side of cannabis. Kaufmann notes the evolving perceptions of cannabis – whether seen as medicine, a vice, or a combination of both – pose a continual challenge in understanding consumer preferences.

Rick Redekop, Co-owner of CannTrust, advocates for maintaining tradition in strain naming, allowing consumers to connect with familiar industry names. Despite the desire to stand out, the market faces redundancy with licensed producers often offering similar strains.

As the cannabis industry grapples with the Wild West of strain naming, the focus remains on consumer response. Understanding varied ideals of how cannabis fits into individuals’ lives will be pivotal in navigating the complex landscape of strain branding.