Last week voters in Alaska and Oregon legalized the sale and use of marijuana for recreational and medicinal purposes. Pending Congressional review, the District of Columbia will soon legalize limited possession and cultivation of marijuana. That means nearly half of the 50 states have decriminalized some form of the sale and possession of cannabis.*
It also means that in places where marijuana is legal, so is branding and marketing of dispensaries, retail stories, products, and services.
This legitimate market may be new, but some naming themes have already emerged. One of the most conspicuous is the numeral 420, which has a long history in cannabis culture.