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Unveiling The Cannabist Company’s Transformation: Insights from the Benzinga Cannabis Conference

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When it comes to rebranding, The Cannabist Company Holdings Inc CCHWF (formerly known as Columbia Care Inc) had nothing to fix. So why did they decide on a comprehensive brand makeover? Jesse Channon, the chief commercial officer, shared the company’s motivations and insights during a panel discussion with T.L. Stanley, senior editor at Adweek, at the recent Benzinga Cannabis Capital Conference in Chicago.

Channon emphasized that Columbia Care was the right brand for their previous stage of growth and success. However, the rebrand was driven by a forward-looking perspective, aiming to resonate with the evolving needs and expectations of their customers as well as their own team. The company received significant positive feedback from diverse stakeholder groups after the successful launch of their retail format earlier in 2021.

One key objective of the rebrand was to create a brand identity that deeply resonated with their internal audience. Channon stressed the importance of internal pride and enthusiasm in effectively delivering the revamped brand experience to the communities they serve.

Timing played a crucial role in the decision to rebrand. Channon discussed how the cannabis industry was buzzing with excitement and receiving increased attention at the time, which aligned perfectly with their own aspirations. Additionally, the timing coincided with a potential acquisition deal with Cresco Labs Inc. CRLBF, marking a significant milestone in The Cannabist Company’s journey.

To overcome industry challenges, Channon highlighted the critical role of technology and innovation. The company embraces partnership and proprietary development to address the limitations of the cannabis industry’s basic ecosystem. They are proactive in building the necessary solutions to drive technological advancement.

When it comes to brick-and-mortar cannabis retail, The Cannabist Company is committed to providing an empathetic and educational experience for customers. Their organizational redesign and the establishment of centers of excellence demonstrate their dedication to continuously improving the consumer experience. Channon draws inspiration from successful brands like Apple Inc. AAPL and Target Corp. TGT in terms of design approach and consumer experience.

The company understands the importance of direct engagement with consumers to better understand their diverse needs and preferences. This approach becomes even more crucial in markets with dense cannabis landscapes and dynamic regulatory frameworks, such as Florida and New York.

Although the deal with Cresco Labs fell through, Channon remains optimistic about the future of both companies. He believes in the industry’s growth potential and expects further consolidation in the cannabis market.

Channon’s conversation with Stanley shed light on The Cannabist Company’s rebranding journey, showcasing a brand that is not only evolving but also deeply introspective and responsive. The company’s ethos revolves around inclusivity, innovation, and integrity, aiming to create a positive impact on as many people as possible.

As of the latest market session, CCHWF shares closed at $1.23 per share, showing an 8.18% increase.

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