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Reimagining the Brand Architecture at the Westminster Dog Show

February 23, 2016 — Maryann Stump

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

Sporting

Working
Photo courtesy of PBS

Working

Hound
Photo courtesy of Fox 5 San Diego

Hound

Herding
Photo courtesy of US News

Herding

Toy
Photo courtesy of Forbes

Toy

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

Italian Greyhound

Subset – New York City apartment dogs (aka, have enough head room to clear an Ikea coffee table) 

Photo courtesy of Izismile

Corgi

Townhouse dog
Photo courtesy of Rssing

Boxer

Suburban dogs
Photo courtesy of Areawoods

Border Collie

Free range dogs
Photo courtesy of Constant Contact

Great Dane

How will this dog make me look?

Fashionable
Photo courtesy of Ralphie the Cockapoo

Ralphiethecockapoo

Fabulous
Photo courtesy of Poodle Forum

Poodle

Intimidating
Photo courtesy of Swiss Licks Wissies

Greater Swiss Mountain Dog

Approachable
Photo courtesy of Oh Mi Dog

Bichon Frise

 

I need a BFF and

I’m super needy
Photo courtesy of Petcha

King Charles

I’m low maintenance
Photo courtesy of Mental Floss

English Bulldog

I have a tendency to talk myself into trouble
Photo courtesy of Buzzsharer

Mastiff

I’m energetic
Photo courtesy of US News

Agility

I need something that will love me right back
Photo courtesy of Sugar Mutts Rescue. Bella and Sprout are both available for adoption!

Shelter dogs

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