The consumer pet space is booming. It’s been booming since we’ve been in it, really. 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. It’s incredibly exciting and energizing.
We love helping existing brands evolve to better defend their space, but we equally enjoy the challenge from the other end of the spectrum: developing a pet care brand that can take share, claim space, and provide a valuable contribution 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? Because the ecommerce landscape, the competitive set, and the branding demands of a younger generation of pet parents had outgrown their 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 what has been one of our most prized roles over the course of almost two decades: an industry expert whose hand they didn’t have to hold, functioning as consultant and straight-talking strategic partner with all the benefits of working with a top creative agency.
Assets > Content
Our goal in any brand development project is to create brand assets, not just content. Using a combination of our photo studio, our video studio, and our team of creatives, we develop visual brand assets designed to accomplish specific marketing goals but also to be used across marcomm efforts, from trade show graphics to POS to retail pitches. In other words, brand assets, created thoughtfully, are an investment.
A Note on Custom Photography
The world of stock imagery has certainly gotten better. We use it as needed when circumstances call for it. And not every brand needs custom photography. But when you’re like Suchgood, when your identity is tied so closely to the emotional bond between a person and her pet, there’s no way to tell your story fully, authentically, or consistently without custom assets, and 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, so early on we built a digital and creative team who could help our partners navigate the often maddening, always necessary technical requirements of Amazon and who could design specifically for Amazon, presenting brands in a compelling, user-friendly, algorithm-satisfying way.
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.