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The Petco Foundation Brand Strategy

When I started working with The Petco Foundation, donations to the non-profit organization were flat. Additionally, consumers didn’t have a clear idea of what the organization did. The category was highly fragmented with a mix of national, regional, and local animal shelter support organizations – making it difficult for any one organization to stand apart from the crowd. Adding to this challenge was the presence of an existing retail brand, Petco, that was being dominated by its biggest competitor, PetSmart. The goal was to develop a brand strategy that would differentiate The Petco Foundation from other organizations and ultimately, help better support the main retail brand – meaning, become a ”reason to believe” behind the parent brand’s promise.

Project Roles
Strategist
Company
Slingshot
Skills
Brand Strategy, Comparative Analysis, Creative Research, Marketing Strategy, Research
Media
Brand Identity, Branding
Project Industries
Non-Profit
The Petco Foundation Brand Strategy