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This company wants to be the Bacardi of cannabis — and it has plans for an IPO

Cannabis entrepreneurs hoping to succeed in a sector that’s expected to be worth billions of dollars in sales need to understand the power of brands.

The industry is expected to follow one of two models as more U.S. states legalize cannabis for medical or recreational use. For some, that’s the alcohol model, in which branded product is distributed to retailers. Others are expecting a retail-brand model, in which the seller controls how the brand is produced and presented to the public.

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