Tetra Bio-Pharma (Tetra) was a new firm operating in a murky but promising industry—cannabinoid-derived pharmaceutical products. But, the firm had been so involved in navigating drug development and approval processes that it had lost track of its identity. The firm did not define itself initially, and with its rapid growth, shifting strategies, evolving competencies, and plethora of alliances, Tetra needed a stronger focus. Adding to the turmoil, the firm was operating within the rapidly changing global marijuana industry—essentially, uncharted waters. Given that the firm’s new drugs were about to receive government approval, the firm had to determine how to build its brand.

Tetra Bio-Pharma (Tetra) was a new firm operating in a murky but promising industry-cannabinoid-derived pharmaceutical products. But, the firm had been so involved in navigating drug development and approval processes that it had lost track of its identity. The firm did not define itself initially, and with its rapid growth, shifting strategies, evolving competencies, and plethora of alliances, Tetra needed a stronger focus. Adding to the turmoil, the firm was operating within the rapidly changing global marijuana industry-essentially, uncharted waters. Given that the firm's new drugs were about to receive government approval, the firm had to determine how to build its brand.