The Cannabis Business Coach Podcast Episode 58: David Paleschuck, Branding Bud Consulting
The Cannabis Business Coach Podcast Episode 58: David Paleschuck, Branding Bud Consulting
Building Cannabis Brands that Last: Strategy, Storytelling, and Global Expansion
Michael Zaytsev, aka Professor Z, sits down with branding legend and bestselling author David Paleschuck to explore the evolution of cannabis marketing and what it really takes to build a brand that lasts. As the founder and CEO of Branding Bud Consulting Group, David has worked on some of the most iconic mainstream (American Express, Pepsi, and Microsoft) and cannabis brands—and now he’s helping elevate cannabis branding through his books, teachings, and consulting.
In this candid conversation, David shares lessons from his journey, the importance of knowing your customer, and insights from his upcoming book The Cannabis Brand Licensing Bible.
Topics Discussed:
📘 From Fortune 500 to Cannabis Culture: Why David left corporate America to build cannabis brands
🌿 Branding Bud: The commercialization of cannabis and how it changed over the last decade
🎯 Who's Your Customer?: Why most cannabis brands fail at defining their audience
🧠 Cannabis Consumer Archetypes: How branding speaks to use cases, rituals, and identity
📦 Beyond the Logo: The biggest misconceptions about cannabis branding
🧵 Threading the Needle: What it takes to license your cannabis brand across state lines
🌍 Global Cannabis: Lessons from Thailand’s booming weed scene
📚 The Cannabis Brand Licensing Bible: Why this book is the next essential read for brand builders
🎨 Fashion, Culture & Cannabis: Exploring the creative overlaps between streetwear and weed
🏫 Teaching at LIM College: How cannabis education is preparing future leaders for a complex industry
Noteworthy Quotes:
“Different brands speak to different people. Your brand has to align with the customer's lifestyle, rituals, and values—otherwise, it won’t resonate.”
“A lot of cannabis brands say they're for everyone. But if you try to appeal to everyone, you appeal to no one.”
“Cannabis touches our lives like fashion and music do—creativity, identity, expression. That’s why branding in this industry is about way more than just a logo.”
“We're in a new industry that's still forming. That means every day is a new opportunity to find your lane, contribute, and grow with it.”
“Licensing is how cannabis brands can scale. But if your SOPs aren’t dialed in, your brand won’t travel well.”
“Bangkok has more dispensaries than Starbucks, McDonald’s, and 7-Elevens combined."
About David Paleschuck:
David Paleschuck, MBA, CLS, is the Founder and CEO of Branding Bud Consulting Group and a leading expert in cannabis branding and licensing. With over 20 years of experience building global brands at companies like American Express, Pepsi, and Microsoft, David transitioned into cannabis in 2012 and never looked back. He’s the bestselling author of Branding Bud: The Commercialization of Cannabis, Cannabis vs. Marijuana: Landscape, Language and Context, and the upcoming The Cannabis Brand Licensing Bible (releasing 2025). David’s thought leadership has been featured in Forbes, Kiplinger, The Brookings Institution, Green Entrepreneur, High Times, and many more. David is also a professor at LIM College, where he teaches graduate students cannabis marketing. His latest project, Pufftopia, is a cannabis brand and dispensary in Thailand that he developed from concept to execution. Learn more at brandingbud.com
Recorded On: February 7, 2025
Additional Resources:
📚 Michael Zaytsev’s The Cannabis Business Book
🏫 LIM College: Business of Cannabis Degree Programs
🌿 Branding Bud Consulting Group – Cannabis Branding & Licensing Experts
This episode is a must-listen for cannabis entrepreneurs, brand builders, licensing professionals, and anyone who wants to understand the next frontier of cannabis business strategy.