Every year the Westminster Dog Show provides an opportunity to see the vast portfolio of dogs the canine species has to offer. From a brand perspective there’s a problem though – the brand portfolio architecture is stuck in the 1880s.
<strong>Sporting
</strong><a href="http://www.usatoday.com/story/sports/2016/02/16/german-shorthaired-pointer-cj-wins-westminster-dog-show/80482536/" target="_blank">Photo courtesy of USA Today</a>

<strong><a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Sporting.png"><img class="alignnone wp-image-9614 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Sporting.png" alt="Sporting" width="899" height="675" /></a></strong>

<strong>Working</strong>
Photo courtesy of <a href="http://www.pbs.org/newshour/rundown/photos-dogs-dogs-westminster-dog-show/" target="_blank">PBS</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Working.png"><img class="alignnone wp-image-9615 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Working.png" alt="Working" width="900" height="600" /></a>

<strong>Hound</strong>
Photo courtesy of <a href="http://fox5sandiego.com/2015/02/17/miss-p-a-beagle-takes-crown-at-westminster-dog-show/" target="_blank">Fox 5 San Diego</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Hound.png"><img class="alignnone wp-image-9616 size-large" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Hound-1024x682.png" alt="Hound" width="1024" height="682" /></a>

<strong>Herding
</strong>Photo courtesy of <a href="http://www.usnews.com/news/sports/articles/2016-02-16/rumor-the-german-shepherd-is-crowd-favorite-at-westminster" target="_blank">US News</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Herding.png"><img class="alignnone wp-image-9617 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Herding.png" alt="Herding" width="899" height="914" /></a>

<strong>Toy</strong>
Photo courtesy of <a href="http://www.forbes.com/sites/kristintablang/2016/02/16/westminster-dog-show-2016-cj-german-shorthaired-pointer/#4decda5a7559" target="_blank">Forbes</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Toy.png"><img class="alignnone wp-image-9619 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Toy.png" alt="Toy" width="900" height="600" /></a>

What’s wrong with this list? It’s not nice to call your best friend a toy, for one thing. For another, herding is work; ask any parent. Most importantly, this is not how people shop for a dog. Brand architecture should reflect the decisions consumers make when deciding what to buy. So let’s look at this portfolio from the perspective of actual (or aspiring) dog owners and the questions in their minds as they shop.

<span style="text-decoration: underline;"><strong>Will this dog fit in my living space?</strong></span>

<strong>Apartment dogs
</strong>Photo courtesy of <a href="https://www.pinterest.com/pollyplummer/iggy-stuff/" target="_blank">Pinterest</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Italian-Greyhound.png"><img class="alignnone wp-image-9620 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Italian-Greyhound.png" alt="Italian Greyhound" width="899" height="674" /></a>

<strong>Subset – New York City apartment dogs (aka, have enough head room to clear an Ikea coffee table) </strong>

Photo courtesy of <a href="http://izismile.com/2012/05/05/places_youd_never_think_to_find_a_corgi_23_pics_2_gif.html?fromt=yes" target="_blank">Izismile</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Corgi.png"><img class="alignnone wp-image-9621 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Corgi.png" alt="Corgi" width="900" height="675" /></a>

<strong>Townhouse dog
</strong>Photo courtesy of <a href="http://condensable.rssing.com/chan-1116070/all_p7.html" target="_blank">Rssing</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Boxer.png"><img class="alignnone wp-image-9622 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Boxer.png" alt="Boxer" width="900" height="596" /></a>

<strong>Suburban dogs
</strong>Photo courtesy of <a href="http://areawoods.blogspot.com/2015/11/dog-house-plans-border-collie.html" target="_blank">Areawoods</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Border-Collie.png"><img class="alignnone wp-image-9623 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Border-Collie.png" alt="Border Collie" width="900" height="900" /></a>

<strong>Free range dogs
</strong>Photo courtesy of <a href="http://archive.constantcontact.com/fs031/1106936993917/archive/1108980085032.html" target="_blank">Constant Contact</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Great-Dane.png"><img class="alignnone wp-image-9624 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Great-Dane.png" alt="Great Dane" width="900" height="666" /></a>

<span style="text-decoration: underline;"><strong>How will this dog make me look?</strong></span>

<strong>Fashionable
</strong>Photo courtesy of <a href="https://www.instagram.com/ralphiethecockapoo/" target="_blank">Ralphie the Cockapoo</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Ralphiethecockapoo.png"><img class="alignnone wp-image-9625 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Ralphiethecockapoo.png" alt="Ralphiethecockapoo" width="900" height="938" /></a>

<strong>Fabulous</strong>
Photo courtesy of <a href="http://www.poodleforum.com/3-poodle-pictures/100586-action-shots.html" target="_blank">Poodle Forum</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Poodle.png"><img class="alignnone wp-image-9626 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Poodle.png" alt="Poodle" width="899" height="538" /></a>

<strong>Intimidating</strong>
Photo courtesy of <a href="http://www.swisslickswissies.com/index.php/archives/tag/greater-swiss-mountain-dog/page/13" target="_blank">Swiss Licks Wissies</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Greater-Swiss-Mountain-Dog.png"><img class="alignnone wp-image-9627 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Greater-Swiss-Mountain-Dog.png" alt="Greater Swiss Mountain Dog" width="900" height="600" /></a>

<strong>Approachable
</strong>Photo courtesy of <a href="http://www.ohmidog.com/tag/bichon-frise/" target="_blank">Oh Mi Dog</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Bichon-Frise.png"><img class="alignnone wp-image-9628 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Bichon-Frise.png" alt="Bichon Frise" width="705" height="434" /></a>

&nbsp;

<span style="text-decoration: underline;"><strong>I need a BFF and</strong></span>

<strong>I'm super needy
</strong>Photo courtesy of <a href="http://petcha.com/pet_care/8-signs-your-cavalier-king-charles-spaniel-cant-live-without-you/" target="_blank">Petcha</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/King-Charles.png"><img class="alignnone wp-image-9629 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/King-Charles.png" alt="King Charles" width="899" height="771" /></a>

<strong>I'm low maintenance
</strong>Photo courtesy of <a href="http://mentalfloss.com/article/71532/11-solid-facts-about-english-bulldog" target="_blank">Mental Floss</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/English-Bulldog.png"><img class="alignnone wp-image-9631 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/English-Bulldog.png" alt="English Bulldog" width="517" height="345" /></a>

<strong>I have a tendency to talk myself into trouble
</strong>Photo courtesy of <a href="http://buzzsharer.com/2015/05/15-things-only-a-mastiff-owner-will-understand/" target="_blank">Buzzsharer</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Mastiff.png"><img class="alignnone wp-image-9632 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Mastiff.png" alt="Mastiff" width="900" height="507" /></a>

<strong>I'm energetic</strong>
Photo courtesy of <a href="http://www.usnews.com/news/sports/articles/2016-02-13/at-westminster-border-collies-the-breed-to-beat-for-agility" target="_blank">US News</a>

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Agility.png"><img class="alignnone wp-image-9633 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Agility.png" alt="Agility" width="899" height="600" /></a>

<strong>I need something that will love me right back</strong>
Photo courtesy of <a href="https://www.instagram.com/p/BBKoqxRFubD/?taken-by=sugarmuttsrescue" target="_blank">Sugar Mutts Rescue</a>. Bella and Sprout are both available for adoption!

<a href="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Shelter-dogs.png"><img class="alignnone wp-image-9634 size-full" src="http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Shelter-dogs.png" alt="Shelter dogs" width="900" height="899" /></a>