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Let’s take a step back. Take a deep breath. Separate ourselves from the day-to-day challenges and noise and give ourselves a space to align our priorities, consider the bigger picture, nourish our souls, our dreams, our futures – the power of human connection and authentic relationships with ourselves and others at the heart of it all. Let’s allow this to be the space to reflect upon the past decade and envision our goals, dreams and priorities for 2020 and beyond.
Recently, here at Christie & Co, we completed a detailed Brand Architecture & Strategy to address the messaging of SENPA, a leading national association supporting independent brick & mortar retailers in the natural industry and all the manufacturers that share their valuable products through these critical channels. We studied the threats of the bigger discounters, online outlets, affiliate programs and more. We studied the benefits that these community stores provide every day. We studied the trends of the human buying experience generationally as well as by lifestyle demographics. We studied diverse models of sales relationships and distribution. We studied the human condition and the needs, beyond the ‘getting of a product’ to the core of the experience, the give and take of any transaction, the ‘why’ beyond the ‘what.’
Our analysis and brand evolution conclusions highlighted that each transaction is a connection between humans, at all touch points. And when that connection is designed to exclusively provide a solution for authentic enhancement and ultimately, true wellness, this connection can nourish the body, and yes, the mind and soul, throughout the value chain. It is from this connection that knowledge, understanding and care, flow. It is this connection that allows communication to travel and build meaningful, lasting relationships. You can read more in the case study below about SENPA’s Brand Evolution.
Nourish (per the World Book Dictionary) means to make grow or keep alive and well; to supply, sustain and support; to maintain and foster; from the Latin nutrire– feed. Farmers, parents, managers, artists, in fact each of us know that nourishing one’s crops, family, business, creations, and one’s own well-being is vital for success.
James Brown, a great American rock & roll icon, said “Sometimes you struggle so hard to feed your family one way, you forget to feed them the other way, with spiritual nourishment. Everybody needs that.”
How true. It is time to grab our air-guitar, put on our headsets and sing out loud: Nourish our soul. Nourish our family and friends. Nourish our earth. Nourish humanity, and we will nourish life. All rooted in the human connection.
All of us here at Christie & Co, value this connection. Let us nourish your dreams in 2020.
Happiest of holidays!
– Gillian