Circa 1976 Peter Tosh, former member of the Bob Marley’s Wailers, in referring to the Jamaican marijuana (also known as ganja) sang, “Legalise it, don’t criticise it. Legalise it and I will advertise it!” So now its legal, in some places anyway, and the famous Jamaican herb within a few years may be marketed globally under the Marley Marijuana brand. A brand marketer’s dream job?
According to Keller (2013) marketers seek to move their brands up the pyramid starting with achieving awareness or salience, then on to performance/imagery, judgment/feelings, and ultimately to brand resonance as shown in the figure above. Achieving brand awareness can be a very expensive process that often takes years. Further, many firms having achieved brand awareness never get any further. Contrast that with marketing Marley Marijuana. Can you imagine launching a product that your entire target market globally is anxiously awaiting! Not even the iPhone can match that.
Now we know what Bob Marley meant when he sang, “Them a go tired fi see mi face, for them can’t get me outa di the race.” Taking it a step farther, soon smokers globally will join Bob in singing, “Excuse me while I light my spliff…”