Earlier this year, our CEO, Tom Gray, had an in-depth conversation with Lance Lambert, the CMO of Grove Bags, about his experience in the cannabis industry. We have distilled their dialogue into a quick-read summary offering Lance’s best insights into marketing & branding for the cannabis industry.
4 Key Points Discussed:
How do you build a successful brand in the cannabis industry?
According to Lance, the industry’s most successful brands are often those closest to the cannabis community. “People trust people,” he explained. “When a message comes from a corporate entity, it often feels disingenuous. But when it comes from an individual—especially one connected to the culture—it resonates.”
For example, brands like Cookies succeed because its founder, Berner, as Lance puts it: “[is] an individual that stands at the front of that brand. People say, ‘he’s just like me’… That relatability and visibility builds loyalty.”
Additionally, even as the industry “professionalizes” and gets more regulated, cannabis, at its core, is still a community-led industry where grassroots authenticity is valued over polished corporate branding, so large corporations would do well to look to learn from smaller legacy growers.
Secondly, referring to the European market, Lance emphasized that now is the time to act as the market has enormous untapped potential. He advised that European cannabis companies must learn from the U.S. cannabis industry; avoiding its mistakes and adopting proven best practices. “There’s so much experience on the other side of the pond,” said Lance. “Why reinvent the wheel when you can build on what’s already been figured out?”
Lance also draws a parallel between alcohol and cannabis saying, “In Northern California, the appellations are protected like wine regions. You can’t label it Humboldt unless it’s actually from Humboldt.” Lance suggests cannabis is evolving into a connoisseur’s market where terroir, genetics, and curing methods matter deeply. Thus, regional pride and production transparency can become powerful marketing levers. The only caveat is that cannabis prohibition has lasted far longer and is more regulatorily complex than alcohol’s, making the industry development slower, more fragmented and highly dependent on public advocacy to push it into the mainstream. As such cannabis companies must tread carefully when deciding who to sell to, where it will be sold, and how to promote it.
Any practical marketing tips you can give us?
“I’ve always led with education.” said Lance.
He further explained that proactively advocating for cannabis and addressing misconceptions results in educated consumers that become loyal customers.
In fact, Lance regularly lectures at U.S. universities, helping students understand both the legacy and the future of the cannabis space. He elaborated that the sooner we can shift public perception to view cannabis as a regulated, wellness-focused option, the sooner the industry can grow, as seen in Germany and Switzerland.
Aside from building trust, authority and brand awareness in the market, leading with education helps in developing knowledgeable staff that not only perform better, but also protect brand credibility against misinformation and stigma.
Lance underlines that, nowadays, there is a strong need for guides and curators, not just growers and sellers.
Where do you see the cannabis industry going?
As mentioned earlier, Lance believes there is still plenty of growth to be seen — especially in the European cannabis market.
Beyond that, Lance highlights that no matter how innovative the product or brand, the cannabis industry will live or die based on who leads it next. “I’ve worked in it long enough. Now I want to work on the industry… Speaking at universities excites me because that’s where the next generation is coming from. Someone has to take the torch.”
His call-to-action for leaders? Invest in developing leaders in your company, and advocate for the industry’s broader legitimacy in the public domain.
Lance emphasized, “It’s not about building a personal brand. It’s about moving the industry forward—for all of us.”
Regarding future leadership, how do you go about hiring when building your teams?
Hire based on capability, adaptability and passion, not just cannabis fluency. Many of the sector’s most pressing problems can be solved by experienced professionals from adjacent industry’s. “I’ve never worked in a space where there are so many separate categories of employees needed… from scientists to HR to operations to logistics,” mentions Lance.
Lance recounts that he, himself, was no expert when he first joined the industry in 2013, but he managed to succeed by capitalizing on transferrable skills and through his passion for the plant. “You don’t have to know everything about the plant to get into the industry,” he emphasized, later adding, “34% of the employees [at Weedmaps] didn’t even consume cannabis, but they had a passion for being part of something bigger.”
Overall, companies that will thrive hire in favor of those who care about the mission, not just the paycheck, and hire based on the candidate’s mindset rather than their resume.
About Lance Lambert
Lance Lambert is a seasoned marketer who transitioned from the mainstream digital media and marketing world to become a prominent figure in the legal cannabis industry. Starting with The Cannabist at the Denver Post in 2013, Lance helped shape the cannabis-focused news site and later led global media efforts at WeedMaps. He has since dedicated himself to driving international growth and diversification for cannabis-focused companies, including his recent role at Grove Bags, where he works to expand the company’s reach in emerging global markets.
About Grove Bags
Founded in 2016, Grove Bags is a U.S.-based packaging company that has carved out a niche in the cannabis industry with its proprietary TerpLoc® technology—a game-changer in preserving flower quality from cultivation to consumption. Designed specifically for cannabis, their packaging controls moisture, oxygen, and UV exposure to maintain optimal terpene and cannabinoid profiles.
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