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VIDEO: matters.group introduces new Chief Branding Officer David Paleschuk at CWCBExpo in New York City

Amidst the fun and the chaos of the Cannabis World Congress and Exposition in New York City last week, insights-driven marketing firm matters.group made some headlines of their own. The company, which made its official debut at the event took the opportunity to show attendees its new “approach to providing marketers with tools and research to execute innovative growth solutions and product development strategies.”

The event, which had record attendance in its sixth year also saw the company announce the appointment of David Paleschuck as Chief Brand Officer. Paleschuk, who has two decades of consumer brand experience at companies such as American Express Co., Mastercard Inc., PepsiCo Inc., and Microsoft Corp., as well as nearly a decade in the cannabis industry made his debut at the event.

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“We’re thrilled to introduce David as our first Chief Brand Officer, as he will serve as an excellent addition to our leadership team,” said Eric Layland, Founder & Principal at matters.group in a statement. “David’s appointment comes at a critical time for us, as the cannabis industry is growing exponentially, and we position ourselves as an invaluable component to high-growth brands and their ability to target key audiences.

Paleschuck also unveiled a new book that he wrote, “Branding Bud: The Commercialization of Cannabis,” which takes a look at new legal cannabis brands. The book uses quantitative insights to examine today’s emerging brands while touching upon the political and legal history of cannabis.

“Today, the cannabis industry is fragmented by states and their varying regulations, not to mention by consumers and their regional preferences. Discovering more about the real cannabis consumer and the brands that serve them was the inspiration for writing this book,” said Paleschuck in a statement.

[VIDEO: Minorities for Medical Marijuana’s CEO and Founder Roz McCarthy spoke to the skepticism people of color have towards the cannabis industry at the CWCBExpo in New York City]

He continued: “Providing a critical review of cannabis form-factors and product offerings gives marketers and brands a high-level overview of what is on the market and trending for growth and innovation. This is why it makes perfect sense to debut the book at the CWCBExpo. I look forward to meeting current players in the industry and those considering entering it at the show to discuss new ideas and collaborate on potential new projects.”

(Images/Video by Juan Carlos Tamayo)
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