TGT - Decoding The Cannabist Company's Brand Metamorphosis From Columbia Care Panel At Benzinga Cannabis Conference | Benzinga
"Well, there was nothing wrong here,” began Jesse Channon, chief commercial officer at The Cannabist Company Holdings Inc (OTC: CCHWF), addressing its recent rebrand from Columbia Care Inc.
At the September Benzinga Cannabis Capital Conference in Chicago, Channon sat with T.L. Stanley, senior editor at Adweek, to unravel the complexities and motivations behind the makeover.
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See Also: The Cannabist Company Announces Ticker Symbol Change on OTC Markets to CBSTF
Rebranding, Acquisition And Industry Growth
Channon insisted that Columbia Care "was absolutely the right brand to get us where we were.” The reason for the shift was geared towards future projection, a trajectory aimed at aligning the company with the evolving needs and expectations of the consumer base and their own team. In the spring of 2021, the retail format launch was "incredibly well received,” affirmed by significant feedback from diverse stakeholders.
A core driver for the rebrand was the aspiration to resonate profoundly with the internal audience, a cornerstone Channon called essential. "We wanted it to be something that resonated with our team,” he explained, underlining the importance of internal pride and enthusiasm ...