Shifting brand positioning from functional to emotional

Challenge

Shift positioning from functional to emotional, redefining the proposition and aesthetic to win with modern pet owners in an increasingly competitive market.

What We Did

Tested 3 brand concepts (Current Concept and two New Concepts) across 750 UK dog owners in line with segmentation study results, complemented by QualAI deep-dive with n=100, exploring emotional resonance, trust, and barriers in consumers' own words.

Concept results were compared with former research to develop further strategic direction for the team.

Key Insights

New Concept 2 delivered the strongest performance across relevance, purchase intent, and brand fit.

QualAI confirmed the concept successfully shifts the brand towards a warmer, more modern identity without compromising trust.

Heritage and natural credentials remain the core drivers of credibility amongst consumers.

Practical barriers, rather than emotional ones, are the primary obstacle to broader switching.

Business Outcomes

Evidence-based direction for relaunch, reducing investment risk before full execution.

Identifies the optimal balance of emotional and functional messaging to drive conversion.

Pinpoints price perception as the key barrier, informing how to justify the premium.

Aligns internal teams and agencies around a single, validated creative direction.