Maybe the Dogs Don’t Like It

There’a a parable you sometimes hear in marketing and public relations classes that goes something like this:

A dog food company just released a new premium product line, complete with an advertising blitz to introduce the public to the new brand of kibble. Veterinarians worked for years perfecting the recipe, which is a perfect combination of vitamins, minerals and proteins to ensure a healthy and happy pet. Graphic designers created beautiful packaging, and the mascot–a talking dog with a sassy streak–is the cutest darn thing that you’ve ever seen.