Page 138 - ShowSight - February 2020

Rebranding the Breeder: It’s Time To Consider New...
BY DAN SAYERS continued
7. What do we want to convey?
Purebred dogs still have value in our modern world. In fact, as tech- nology removes us further and fur- ther from our agrarian beginnings, our relationship with dogs takes on greater significance. Individual breeds remain our strongest con- nection to our earlier selves.
8. Why should anyone care about our brand? In an unpredictable world, purebred dogs are predict- able. Great Dane puppies grow up to be Great Dane adults. This inevitability allows puppy buyers to make informed decisions.
9. Have we isolated exactly who should care about our brand? Purebred dogs appeal to those dog lovers who prefer to make their own choices. Not every dog lover loves the same kind of dog. For every big dog person who wants to run with their dog, there’s a small dog person with a welcome lap and a warm heart.
10. Have their needs, or the way they define them, changed? Many pup- py buyers today are seeking canine companionship to fulfill an emo- tional need. A “rescue” provides the same amount of unconditional love as a purebred—if not more. Breeders need to better promote the specific kinds of rewards that individual breeds have to offer.
11. Are we asking our customers to care more about our brand— and what it means—than we do? Breeders can expect too much from puppy buyers. Contracts with a long list of requirements can put-off potential buyers who have the very best of intentions. With so many choices available to dog lovers today, breeders need to be more willing to take chances with newcomers.
12. Is our brand associated with something that is no longer meaningful? Some may question
the value of keeping a gundog that doesn’t hunt or a herding dog that never sees a sheep. But individ- ual dogs that do not pursue their intended activity may be well-suit- ed for equally rewarding endeav- ors. Many Sporting and Herding breeds make reliable PTSD and Service dogs.
13. Is our brand out of step with the current needs and desires of our customers? Not necessarily. Most puppy buyers today shop online where they can only find dogs from sources that have up-to-date web- sites. The desire for a particular purebred can only be satisfied when an awareness of a breed exists. It’s essential for websites to be as cur- rent as possible.
14. Are we leading with our brand direction? The sport of purebred dogs is so steeped in tradition that it seems antithetical to lead in any direction that is not backwards. But if the preservation of purpose- fully-bred dogs is the objective, the time is nigh to forge ahead. Every breed has a story to tell and breed- ers are the storytellers.
15. Are we following with our brand direction? For the past two decades, purebred dog breed- ers in many parts of the country have been responding to threats from neighbor, stranger and leg- islator alike. These breeders have been playing defense for far too long. Sooner or later it’s time to play offense.
16. Is the goal of this rebrand a step- ping stone (evolutionary) or a milestone (revolutionary)? In the short-term, purebred dogs deserve equal exposure in today’s market- place. Success depends on breeders who are willing to promote their breeds to the general public with positive messages. Perceptions can be changed one conversation at a time.
17. Will this solution work in 5, 10 and 15 years from now based on what we can anticipate? The dog sport is likely to continue in one form or another for the foreseeable future. Whether specific breeds will be around to participate in 15 years is entirely up to today’s fanciers who need to cultivate the next generation of purebred dog breeders.
18. Have we assigned some commit- tee to manage the project versus someone (or at most, two people) who is/are focused, inspired and can lead? Efforts to counter the AR messages with positive images of purebred dogs have grown organi- cally on all social media platforms. This movement, initially a reac- tionary one, seems to have gained momentum with several estab- lished voices leading the charge. It is imperative that all breeders sup- port their efforts.
19. If we were starting our business today, would this be the brand solution we would come up with? This final question deserves careful consideration. If a club of clubs was to be organized for dogs in 2020, would it be exclusive to individual breeds or would it welcome all dogs? Would there be a place for “rescues”and designer dogs? Would pedigrees be kept on mixed-breeds as well as purebreds? Would health testing be required for all dogs, including random-bred individu- als and their “oops” litters? Would “kennel club” still be a suitable des- ignation or would “doggie daycare club” be more appropriate? Silly questions, perhaps. But they do highlight how things have changed since the AKC was founded.
Although it remains essential for today’s purebred dog breeders to honor the tradi- tions of the dog sport and adhere to the breed standards, it is equally important to plan (rebrand) for a future that’s far removed from the sport’s earliest days in America.
136 • ShowSight Magazine, February 2020