Reimagining the Brand Architecture at the Westminster Dog Show
Every year the Westminster Dog Show provides an opportunity to see the vast portfolio of dogs the canine species has to offer. From a brand perspective there’s a problem though – the brand portfolio architecture is stuck in the 1880s.
Sporting Photo courtesy of USA Today
Working Photo courtesy of PBS
Hound Photo courtesy of Fox 5 San Diego
Herding Photo courtesy of US News
Toy Photo courtesy of Forbes
What’s wrong with this list? It’s not nice to call your best friend a toy, for one thing. For another, herding is work; ask any parent. Most importantly, this is not how people shop for a dog. Brand architecture should reflect the decisions consumers make when deciding what to buy. So let’s look at this portfolio from the perspective of actual (or aspiring) dog owners and the questions in their minds as they shop.
Will this dog fit in my living space?
Apartment dogs Photo courtesy of Pinterest
Subset – New York City apartment dogs (aka, have enough head room to clear an Ikea coffee table)
Photo courtesy of Izismile
Townhouse dog Photo courtesy of Rssing
Suburban dogs Photo courtesy of Areawoods