When it comes to brand recognition, the cannabis industry is still in its infancy. The market is currently flooded with brands and products and consumers are presented with something new every time they shop, resulting in an overwhelming shopping experience, making cannabis product branding and retail synergy that much more important. Customers tend to seek cohesive experiences and don't want to be bombarded or confused by having too many brand choices that ultimately do not appeal to them. In the time of COVID-19, consumer preferences and behavior are also shifting and the only way to identify new trends is by having access to real-time data. As consumers hunker down in their homes, sales from tourism and business travel have all but evaporated. Consumers are changing their shopping behavior, avoiding certain categories like vape - which could negatively impact lung functionality - and purchasing more edibles instead; adding to the importance of product branding and retail synergy