If you’re developing a consumer pet product and your market space isn’t saturated, you’re in a good position. But that doesn’t mean you can settle for a good brand. You need very good. Quite good. Much good. Suchgood.
The consumer pet space is booming. From our earlier years helping take FURminator from a niche brand to a household name through year after year of walking the oddly cushioned floors of Global Pet Expo and SuperZoo, we’ve witnessed, branded, and consulted through a lot of pet industry growth, especially in dental pet care.
It’s incredibly exciting and energizing. We love helping existing brands evolve to better defend their space. And we equally enjoy the challenge from the other end of the spectrum. How do we develop a pet care brand that takes share, claims space, and contributes to the consumer?
Our partner in this venture had experience in FDM, club, and pet specialty. They knew manufacturing, distribution, and retail. Why come to us for help? The e-commerce landscape, competitive set, and branding demands of a younger generation of pet parents had outgrown in-house capabilities.
They needed a partner who understood the product development lifecycle as well as they did but with the ability to execute creatively. They needed, really, an external arm of their own marketing department.
We played one of our most prized roles over the course of almost two decades: an industry expert whose hand they didn’t have to hold. We functioned as a consultant and straight-talking strategic partner with all the benefits of working with a top creative agency.
Commercials
Assets > Content
Our goal in any brand development project is to create brand assets, not just content. We use a combination of our photo studio, video studio, and our team of creatives to develop brand assets that accomplish specific marketing goals. These assets are also used across marcomm efforts, from trade show graphics to POS to retail pitches. In other words, brand assets, created thoughtfully, are an investment.
Asset Development
A Note on Custom Photography
The world of stock imagery is certainly getting better. We use it as needed when circumstances call for it, and not every brand needs custom photography. But when the emotional bond between a person and his/her pet is your identity, as is true for Suchgood, there’s no way to tell your story fully, authentically, or consistently without custom assets. Additionally, without fullness, authenticity, or consistency, there’s no brand.
The New Storefront
Very few of our CPG partners can afford to ignore the Amazon ecosystem. That’s why, early on, we built a digital and creative team who could help our partners navigate the often maddening, always necessary technical requirements of Amazon. This team can design specifically for Amazon, presenting brands in a compelling, user-friendly, algorithm-satisfying way.
Amazon Store
Look at the faces of these dogs down below. Now imagine us on the other end of those arms, making the same faces.
That’s literally how we looked while doing that photoshoot, but it’s also how we felt, having pulled off a complex, comprehensive brand development initiative. We love this work.
