On one side of the fence, many MSOs and invested VC’s are telling the world branding matters and brands are the future of cannabis. On the other side of the argument are digital tech guys and analytics guys saying that every survey ever done on consumer habits in Canada and North America shows that branding doesn’t matter to  cannabis consumers that much.  The most famous survey of Canadian consumers found out that most consumers can’t remember what they bought, what color package they bought, or how much they used.  They do remember the price point and if the product achieved the results, they wanted for the price paid, ie, see the Budweiser example above.