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How to Become the ‘Coke’ of CBD Brands: Don’t Mention CBD at All
- New products try to transform themselves into household names
- After a November FDA meeting, guidance could become clearer
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The first rule of CBD brand-building? Don’t talk about CBD.
Even as the compound known for its relaxing and pain-relieving properties crops up in everything from bottled water to bath bombs, companies are trying to build their emerging brands into household names -- without mentioning “CBD” at all. That is, at least until an upcoming meeting of the U.S. Food and Drug Administration that could make the so-far murky guidance around it a little bit clearer.