Before developing means of communication about your petfood brand, including packaging, you need to know in depth what you want to communicate.

Strategic inputs to structured petfood product development can include many factors: markets, trends, technologies, ingredients and sustainability.

A petfood company demonstrating psychological leadership is seen to be in the vanguard of developments in the industry.

Using a structured petfood product development approach might mean starting with the question, what is new? For the industry, for our market, for us?

The second of a series of conversations held at the fictional Feed Your Pet Inc. discusses how to reduce failure rate for new petfood products.

Is petfood about marketing or nutrition? This series of conversations held at the fictional Feed Your Pet Inc. attempts to answer that question

Marketers play a huge role in petfood communication; they may cross a line when implying inferiority of other products without proving their own superiority

Viewpoints from two consultants based in the EU