Petfood Forum 2016

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Rebranding pet food: strategies and success stories (Room 2505)

19 Apr 16
4:05 PM - 4:45 PM

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Stefan Hartung, executive creator for Ideas That Kick, and Melissa Ross, director of marketing and education for Oxbow Animal Health, describe how the pet industry “brandscape” has changed in recent years, with companies of all sizes rebranding and repackaging to remain competitive. Where do you begin? How far do you go? Are you due for a complete reinvention or a more modest upgrade? Which existing brand equities do you leverage? Which should you lose? Is it even possible to retain your existing customers at the same time you engage new audiences? Discover the answers to these questions, hear firsthand success stories and learn how to rebrand in a way that’s relevant to the consumers making pet products a multibillion dollar industry.