A market proven multi-brand strategy
A multi-brand strategy that paid off. With (pet) interest!
To take on a Goliath, an underdog must be smart, nimble and flexible. Don’t take it from us -praise Gladwell’s brilliant myth-busting story* for it. What we can take credit for is the branding strategy that put that maxim to work in favour of Pet Interest. They were the underdogs of the pet market, ten years ago. All they were armed with -besides their love for dogs- was their understanding of the market. Colibri added the weaponry of branding. We formulated a multi-brand strategy, which in marketing terms, means agility, flexibility and adaptability -really powerful advantages against competitors of royal strength! What seemed above their means back then, is now Pet Interest's key to success -their new Wellfed sub-brand is yet another swift response to a changing market!
**Malcolm Gladwell, David and Goliath: Underdogs, Misfits, and the Art of Battling Giants -a must read!