February 23, 2016
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

Free range dogs
Photo courtesy of Constant Contact

How will this dog make me look?
Fashionable
Photo courtesy of Ralphie the Cockapoo

Fabulous
Photo courtesy of Poodle Forum

Intimidating
Photo courtesy of Swiss Licks Wissies

Approachable
Photo courtesy of Oh Mi Dog

I need a BFF and
I’m super needy
Photo courtesy of Petcha

I’m low maintenance
Photo courtesy of Mental Floss

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

I’m energetic
Photo courtesy of US News

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

Dustin is a purpose-driven strategy and marketing leader with extensive experience building high-performance teams, driving growth, and creating brand value. In his role at CBX, He is dedicated to helping clients maximize the cultural and commercial impact of their brands.
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