How to Become the ‘Coke’ of CBD Brands

How to Become the ‘Coke’ of CBD Brands: Don’t Mention CBD at All

The first rule of CBD brand-building? Don’t talk about CBD.

In a television commercial for Level Select debuting next week, for example, golfer Rickie Fowler and other sports stars do their thing to slogans like “game on” and “never stop playing,” without any mention of what the product’s main ingredient, CBD, is supposed to actually do. The company behind it, Kadenwood, will soon roll out a pet-care line and tea under another brand — Purity Organic — that doesn’t refer to CBD.

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