How could a pet food brand reposition itself based on psychology and anthropology?
How could a pet food brand reposition itself based on psychology and anthropology?
This case describes how Freshpet dog food needed to identify a new brand positioning to invigorate its marketing and fielded two phases of essentially competitive qualitative marketing research: (1) psychologically oriented focus groups and (2) anthropologically informed ethnographies. This unconventional research approach fostered innovative thinking for brand re-invention.
About the Author(s)
