By Peter Getman, Principal Branding Director
MicroArts Creative Agency

We only have one life to live?
Not me.
I’ve lived many lives, in many very different cultures.
I believe to entice someone to buy your brand; you must really live in his or her shoes.

Try it for half a day.
In the last year, as a 43-year-old branding guy, I’ve lived as:

A middle age cat owning female shopping in Petsmart
A VP of Sustainability for Wal-Mart
A hard charging athlete in training
A CFO of a world-famous hospital
A parent of an Olympic hopeful
A world-renowned pathologist
An 18-year-old Kenyan voter
A fashion forward female
A laid-back surfer dude
A dog’s best friend
A cancer patient
A tree hugger

Living in their minds’ eyes, allows me to:

Understand their problems.
Use today’s solutions.

See their opportunities.
Examine their hurdles.

Taste their success.
Feel their fears.

Hope their hopes.
Live their life.

And although their demographics and cultures are drastically different, they all share a common appreciation.

Praise.

Praise for their goals, their resolve, desire to overcome; praise for facing their fears&emdash;their reality.

By Nature Brand gives praise for the love you give your pet in their campaign, “Pet Food as Natural as Your Love”.

Praise resonates.
Praise feels good.
Make it personal.
Make it relevant.

Make it part your next campaign. We’re here to help.