Purina knows how to put its marketing dollars to good use when it comes to connecting with consumers. Here’s a recent case study in how they do it.

Communication between brands and consumers isn’t as clear-cut, or as effective, as both parties would like.

“Brand identity” is one of those seemingly nebulous phrases that gets tossed around interchangeably with “brand marketing,” “brand image” and, more simply, “branding.” But it’s actually a unique and vital component of a company’s existence, both as a corporate entity and as a presence among consumers.