Canopy Brand Group Blog

Branding, innovation and marketing for food, beverage and wellness brands

• Security Is Not a Gig.
  October 20, 2026

  A bold campaign for Securitas Response Services, launched at GSX: full-time security experts versus part-time gig workers. Different category, same Canopy approach.

• The 2027 Brand Agenda: Stop Optimizing for Attention. Start Building for Decision.
  September 30, 2026

  For the last decade, marketers have been trained to win attention… Rank higher, reach more people, optimize media plans, and reduce funnel friction. 2027 will require a different mandate: build…

• Does your brand own a feeling?
  August 18, 2026

  Consumers may forget what you said. They rarely forget how a brand makes them feel. Food, beverage and wellness categories have never been more crowded. Ingredients get copied. Claims get copied.…

• The AI Shelf Is Coming. Is Your Brand Ready?
  August 7, 2026

  The way consumers discover brands is changing. For decades, brands fought for shelf space. Then they fought for search rankings. Now, they're beginning to compete for something entirely new: The AI…

• Meet the PR Powerhouse Behind Canopy
  May 8, 2026

  We're excited to officially introduce the powerhouse PR team helping drive the next chapter of growth, visibility, and cultural relevance for our partners and brands. Meet Jennifer Fiorenza , Rachel…

• From Expo West: What You Missed (and What's Next)
  April 8, 2026

  Coming out of this year's Natural Products Expo West , we wanted to share a few standout moments and why they matter for where brands — and innovation — are headed next. A Defining Conversation on…

• Canopy Named Agency of Record for High Limb Cider
  January 9, 2026

  New York, NY — January 9, 2026 — Canopy Brand Group announced it has been named Agency of Record (AOR) for High Limb Cider, coinciding with the debut of the brand's new strategic positioning, visual…

• A Joint Effort: Growing The Agriculturalist with Canopy
  October 2, 2025

  At Canopy, we love helping brands find their voice. Our work with The Agriculturalist , a new cannabis dispensary in Massachusetts, proves that when creativity meets strategy, the results are highly…

• AI + Real Intelligence: Why Brands Need Both to Win
  September 22, 2025

  Artificial Intelligence is rewriting the rules of branding and product innovation. From predictive insights that spot the next flavor trend, to automated packaging concepts generated in minutes, AI…

• Disruption Isn't Optional — It's Essential
  August 6, 2025

  Whether you like it or not, American Eagle recently reminded the entire retail world of one powerful truth: disruption works . Their move — bold, unexpected, and unapologetically on-brand — didn't…

• Why Brands Need to Take Bigger Risks in 2020
  March 23, 2020

  Positioning 101 Market positioning refers to a brand's ability to influence consumer perception, especially relating to competitors. Think of the Coke vs. Pepsi "feud." Though they both generate a…

• Does Your Brand Need a Makeover? Five Signs that it's Time for a Change
  January 30, 2020

  Have you ever put on your favorite pair of jeans, and they seemed a little too snug? What was once a trendy hairstyle ten years ago is now aging. Sometimes a change in style is warranted, and for…