Marketing Cannabis for Consumers as Dave Inman speaks with David Paleschuck the President of The Licensing Lab, a brand licensing and IP protection agency located in Seattle, Washington. Based on the need for cannabis branding and state-to-state licensing management, New Leaf Licensing, a division of The Licensing Lab was created in 2015. Paleschuck is currently writing a book called, "Branding Bud: The Consumerization of Cannabis" to be published in 2016. They discuss who exactly is the cannabis consumer? What’s their lifestyle(s)? What brands speak to them? Is there just one type of cannabis consumer? Are the images of Cheech & Chong; Harold & Kumar; Willy Nelson & Snoop Dog all stereotypes of cannabis smokers? And to push even further, is “smoking” itself a stereotype of cannabis consumption.