This past week I have spent really diving in and finally understanding AI and how I should use the tool. Part of that was creating target market personas and redefining our marketing direction by examining crossover appeal. Our clients tend to be Lexus and Wegmans type of people, and there is a large crossover there.
That meant we needed to realign our tone. Our tone we too cliche and trendy. It didn’t fit our brand identity or our target market persona. We needed it to shift. I am doing it slowly and deliberately because I don’t want to break any of the SEO work I did two weeks ago.
As with any change I am uncertain of certain aspects. I was making dinner last night and the song I Will Follow You Into the Dark by Death Cab for Cutie came on and as I listened to it I thought of Riley and the deep and very human connection we make with our pets. I still miss him, and I still get sad thinking about him, and I would follow him into Hell for more time together.
I suddenly had doubts that this new language honored the connections we build with our pets. This connection is very deep and very human. If you think about it. It is silly. One of Wegmans main message lines is family togetherness. That good moments come from the dinner table. Lexus is all about safety and protecting what matters. Those brand identities align very well with Partners in Pet Care. We aren’t changing our heart. We are elevating our confidence.
This lead to me returning to the AI. Talking through these thoughts and then creating a module to help with meal planning and then an idea for a consulting business that will guide people through this transition. Through this increase and need for automation. How we can automate without giving up agency. Without compromising on our empathy, consent, and integrity. It needs some work, I like it, and it is basically a business that can be run through a landing page, calendy app, and Zoom meetings.
David Huzzard Writes 