Public opinion about cannabis use has shifted considerably in the past decade. People from a variety of backgrounds are now enthusiastically embracing products that were once only deemed fitting for stoners. A large part of cannabis’ successful rebranding can be attributed to everyday consumers talking about how the plant has profoundly changed their lives. Cannabis consumption can be a deeply personal experience, and Tracy Brady, VP of Corporate Communications at Curaleaf believes that highlighting these unique and individual stories is the key to creating long-term customer relationships. In this episode, Tracy shares with us how her team encourages cannabis consumption with confidence, how she’s applied her mainstream marketing and media training to the emerging space, and addresses one of the most pressing questions in the industry: can big cannabis be good cannabis?