Targeted marketing plans that align with local and cultural values are essential for cannabis companies seeking to expand reach and maximize sales.

With more than two decades of experience in brand marketing, Angela Cheng, chief marketing officer at California-based cannabis brand Kanha Global, has earned a Clio Award and recognition as an Asian-American leader in cannabis.

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She will share the keys to establishing an authentic brand and building lasting consumer connections on Dec. 3 during the MJBizCon Marketing Forum at the Las Vegas Convention Center.

Cheng recently spoke with MJBizDaily to offer a preview of her session.

What should companies consider when creating a new brand?

If you’re creating a completely new brand … the first thing is understanding who the audience is:

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