North Walian ‘Farm and Pet Place’ was in the doghouse. With an unruly name and a brand that wouldn’t behave, they wanted a do-over. In a busy market, too flamboyant a name change could lose their brand capital, so we went for a subtle tweak to the cleaner, simpler ‘petplace.’ I was such a good boy they even let me name the treats and write the in-store ads.