Eric Layland, Founder & Principal at matters.group discusses the future of branding in the cannabis industry

At the Cannabis World Congress and Exposition in New York City, PotNetwork News caught up with matters.group Founder and Principal Eric Layland to discuss branding and the future of the cannabis industry. An insight-driven marketing firm, matters.group uses proprietary research and insights, brand development and go-to-market plans, and digital campaign management to help cannabis brands reach their full potential.

The company was at the event this year making its debut while announcing the appointment of David Paleschuck as Chief Brand Officer, an industry professional with two decades of consumer brand experience.

“We actually lead with analytics and data, and data drives all of our work, whether it’s creative, campaign strategy, campaign execution, even how we measure and evaluate campaigns —everything is driven by data,” Layland told PotNetwork News.