Cannabis is essentially an undifferentiated commodity product. If competitive cannabis businesses want to create any amount of sustainable market share, they will need to differentiate their products via branding, brand extension, and licensing of all their IP. As cannabis is legalized across the country, the black and gray markets of the past begin to fade away as the legal cannabis market matures. However, the same issue remains for many cannabis companies – they are dealing with what is a basic commodity without differentiation unless supported by other assets like IP.