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Robert Wheatley's avatar

The human - pet bond is one of the most fascinating studies on the power of deep emotional connection. Because dogs specifically can only interact with us through behaviors and seemingly have an endless supply of enthusiasm for our presence each and every day, we resonate to this in ways that are not replicated elsewhere in our lives. As I write this my two dogs are at my feet in my office. If thy leave to investigate some noise, thy will return within 15 minutes to assume their companion position. If I leave to do something like take out the trash, the reaction upon return is hilariously full of jump up and down excitement. I was gone for 90 seconds. In the marketing world it is amazing to me that pet brands routinely ignore this treasure trove of emotional connectivity, replacing it with fact-based outreach on product formulation features. Given the relative sameness in pet nutrition solutions, this reflexive move sits at the root of rampant sameness and similarity across brands. With few exceptions, brands fail to see the magic in the relationship you describe where the emotional heartbeat takes root and serves as the connective tissue we enjoy with our four-legged family members.

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Mike Oppenheim's avatar

Another home run. Thank you.

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