I'll disagree on branding. I think that branding does help consumers. I think that, particularly in a new market where you're going to have new consumers, the idea that you can get the same thing you got before, and that you get a repeatable experience, cuts into overuse. It lets people get the experience that they're trying to get. You can go to different stores and compare on brands. I think it is important.
Colorado has an outdoor advertising ban, other than at a business's location. At its location, it can say whether it serves the recreational or medical market, and it can have its brand. It can't have anything else. It can't have flyers. It can't have prices. It can't have any of those things. If you have a liquor store and a marijuana store next to each other, one has neon signs, prices, and flashing lights. The other is very simple. I think that has worked quite well.
I think brands, yes; advertising, no.