Original Positioning StatementFor all dog owners, Blue Buffalo Dog

Food is the only brand among super premium pet foods that uses all natural and organic ingredients

because we love and feed our dogs like family.

Repositioning StatementFor millennial dog owners, Blue

Buffalo Dog Food is the only brand among all super premium healthy pet foods that uses all natural and

organic ingredients because we care about the transparency of the

manufacturing process from start to finish.

Appeal: Emotional + Rational

Recommendations Change Target Market Become a Brand Name Focus on Transparency & Rationality Promote User Communities Even More